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INTENSIVE SELLING 




Class, BF ^k 

Book 'Nfo 

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COPYRIGHT DEFOSKL 



Intensive Selling 



A comprehensive analysis of possibilities 
for increasing profitable sales through sup- 
plemental direct advertising methods — es- 
pecially under present war-time conditions 
— by taking advantage of available dis- 
tribution — based on definite tests — sup- 
plemented by the experiences of many 
advertisers. 



Flint McNaughton 




SELLING AID 
CHICAGO 



-Mb 



Copyright 1918 

h 

Flint McNaughton 



OCT 9P 1918 

©CLA506315 



PART ONE 

POSSIBILITIES FOR INCREASING SALES 

THROUGH INTENSIVE DIRECT 

ADVERTISING 



The business world is awakening un- 
der the present condition of intensive re- 
adjustment, to the possibilities of direct 
advertising as one of the mightiest in- 
fluences in selling. The power of printed 
salesmanship to stimulate demand direct 
can be applied by any selling business. It 
is the one method that can be used by all 
advertisers, applying as advantageously 
to the requirements of the smallest ad- 
vertiser as to the largest. 

It is estimated that over $930,000,000 
is spent each year in the United States 
for advertising. Direct advertising now 
ranks first in importance in the list of 
the various kinds of advertising as indi- 
cated by the estimates that follow. 

The following is an estimate as to the 
annual advertising expenditures in the 
United States for the various kinds and 
mediums of advertising. These figures 
are based on an estimate made in 1915 
by Printer's Ink, and supplemented by 
later information from various sources. 

Direct advertising (circulars, form 
letters, enclosures, house organs, 
etc.) $420,000,000 

Display advertising (display and 
general) 270,000,000 

Farm and mail order 75,000,000 



Direct advertising 

immense 

sales aid 



Estimate of 
totals paid 
for different 
kinds of 
advertising 



INTENSIVE SELLING 



Estimated 
totals spent for 
direct advertising 
based on group 
expenditures 



Magazine advertising 70,000,000 

Novelty 30,000,000 

Billposting 30,000,000 

Outdoor, electric signs 24,000,000 

Demonstration and sampling 18,000,000 

Street car advertising 10,000,000 

Theatre programs, curtain, etc 5,000,000 

Distributing 4,000,000 

$930,000,000 
The following estimate as to money 
invested yearly in the United States in 
direct advertising, made after careful in- 
vestigation and analysis, seems conserva- 
tive: 

"The nearest approximate figures that we 

have been able to arrive at in our analysis is 

as follows: 

39,000 manufacturers in the United 
States of high ratings, including 
all national advertisers who are 
manufacturers, spending on an 
average of $5,000 a year in direct 
advertising gives a total of $195,000,000 

100,000 manufacturers in the United 
States, not including the above 
39,000, spending on an average of 
$500 a year for direct advertis- 
ing « 50,000,000 

40,000 wholesalers and jobbers, 
spending on the average of $500 
a year in direct advertising 20,000,000 

1,500,000 retail merchants and trades 
people in the United States, 
averaging approximately $50 each 
year in direct advertising 75,000,000 

100,000 miscellaneous lines of busi- 
ness not classified above, includ- 
ing banks, real estate agents, 
brokers, commission houses, pub- 
lic service companies, insurance 
companies, land companies, sell- 
ing agents, trade and business 
associations, investment com- 



INTENSIVE SELLING 



panies, etc., estimated average 
spent in direct advertising every 
year is $500 each 50,000,000 

600 mail order houses in the United 
States, average amount spent an- 
nually, $50,000 (approximately).. 40,000,000 

2,500 leading department stores 
spending on an average $5,000 a 
year 12,500,000 



Total spent for direct advertis- 
ing yearly $422,500,000 

"We believe these figures are conservative, 
as the amount of direct advertising is steadily 
increasing and will further increase. 

"The amount spent by the United States 
government is not taken into consideration. 
This is an immense item in itself." 1 

As a manufactured product, direct ad- 
vertising is an important part of the in- 
comer J. Buckley — estimate of present approximate 
totals in direct advertising in 1918. 



Every advertiser 
should strive to 
get the biggest 
possible value 
from every 
dollar spent in 
advertising 



Distribution 
Theatre Programs 
Street Car Advertising 
Demonstration 
Outdoor Advertising 
Bill Posting 
Novelty Advertising 
Magazine Advertising 
Farm and Mail Order 



Display Advertising 



Direct Advertising 



Diagram showing relative totals spent for different kinds of advertising, 
based on estimates. 



INTENSIVE SELLING 



Total dividends 
returned from 
direct advertising 
tremendous 



Further figures 
showing 
importance of 
direct advertising 



dustry that ranks sixth in the United 
States in volume of business. 

It is estimated by the United States 
census report for 1914 that there were 
31,612 printing establishments in the 
United States in 1914. These repre- 
sented an investment in plants, machinery 
and other equipments of $588,345,708, 
employed 388,466 people at an annual 
wage of $268,086,431, and turned out 
printed products to the value of $810,- 
508,111. The census report figures are 
valuable in indicating the rapid growth of 
the industry and the increasing impor- 
tance of direct advertising, but the fig- 
ures are suggestive rather than complete. 

As large as the amount annually in- 
vested in direct advertising is, however, 
it is insignificant compared to the total 
dividends returned to advertisers by the 
investment. 

A further indication of the importance 
of direct advertising to manufacturers 
alone can be appreciated when we con- 
sider that there are today some 140,000 
manufacturers in the United States. Of 
these, selling conditions permit not more 
than 40,000 to make use of the force of 
national publicity to the consumer. This 
means that fully 100,000 must depend 
upon direct advertising or trade paper 
publicity for stimulating their business 
through advertising. 

Competition is constantly forcing busi- 
ness to operate with greater efficiency in 
developing sales and in lowering the cost 
of selling. This is making it more vitally 
important that every business should in- 



INTENSIVE SELLING 



tensively apply direct advertising methods 
wherever possible in the highly competi- 
tive battle for business. 

The possibilities for increasing busi- 
ness through direct advertising are sug- 
gested in the Standards of Practice 
adopted by the Direct Advertising De- 
partmental of the Associated Advertis- 
ing Clubs of the World at the Toronto 
Convention in 1914: 

"Every advertising manager or business 
executive in charge of merchandising estab- 
lishments, also every advertising counselor, 
in dealing with his clients, should dedicate 
his best efforts to making truthful direct 
advertising an efficient aid to business and 
should pledge himself : 

1 : To study carefully his proposition and 
his field to find out what kind of advertising 
applies. The reason for every advertising 
failure is that the right kind of advertising 
and its proper application for the particular 
product and market were not used. The only 
forms of advertising which are best for any 
purpose are those which produce the most 
profit. 

2: To bring direct advertising to the 
attention of concerns who have never realized 
its possibilities. Many concerns do not ad- 
vertise because they do not know that adver- 
tising can be started at small expense. They 
confuse advertising with expensive cam- 
paigns and hesitate to compete with others 
already doing general publicity. 

3: To determine the different ways in 
which direct advertising can be used effec- 
tively to supplement other forms of adver- 
tising and to study the other forms used that 
the direct advertising may become a com- 
ponent part of the entire publicity plan. 

4: To study the special advantages of 
Direct Advertising, such as individuality, 
privacy of plan, facility for accompanying 
with the advertisement, samples, postals, re- 
turn envelopes, inquiry or order blanks, 



Standards of 
practice for 
direct advertisers 



Decide where 
direct advertising 
is best— and 
use it there 



Plans for 
making direct 
advertising 
efficient aid 
to business 



INTENSIVE SELLING 



ability to reach special groups or places, 
personal control of advertising, up to the 
minute in mailing, and other recognized ad- 
vantages. 

5 : To strengthen the bond between manu- 
facturer and dealer by encouraging the man- 
ufacturer to prepare direct advertising mat- 
ter for the dealer, so well printed with his 
name, address and business card as to make 
the dealer glad to distribute it, provided al- 
ways that the cost of special imprinting is in 
proportion to the benefits to be derived. 
Test out mailings 6: To take advantage of the opportunity 

in advance t0 test out letters and literature on a portion 

remove element oi a nst before sending them out to the 

of chance entire list. Wherever it is possible to ap- 

proximate in advance his returns from his 
advertising he has made his advertising more 
efficient. Direct advertising makes this pos- 
sible. Testing out direct advertising returns 
in advance does much to remove the element 
of chance. 

7: To consider inquiries as valuable only 
when they can be turned into sales. An 
inquiry is a means to an end — not an end in 
itself. The disposition to consider cost per 
inquiry instead of cost per sale has led many 
a firm to false analysis. 
Good mailing 8 : To give the mailing list proper impor- 

lists vital to tance. Many advertisers use poorly pre- 

success in direct pared lists, which are compiled in a careless, 

advertising haphazard manner, and never take the trou- 

ble to check them or expand them. Mailing 
lists should be constantly revised. Poor lists 
and old lists cost money in two ways: one, 
by missing good prospects, and thereby los- 
ing sales, and the other by money spent on 
useless names. 

9 : To encourage the use of direct adver- 
tising as an educational factor within their 
organizations with sales forces and dealers. 
Many concerns have raised their standards 
of efficiency through the use of letters, house 
organs, bulletins, mailing cards, folders, etc. 
10 : To champion direct advertising in the 
right way. General publicity and direct ad- 
vertising are two servants of business and 
each has its place and its work to do. No 



INTENSIVE SELLING 



form of advertising should ever attack an- 
other form of advertising as such." 

Every firm selling a product or advo- 
cating a service to classes or groups of 
prospects can segregate prospective cus- 
tomers into lists and appeal to these lists 
by mail, or indirectly, with printed mat- 
ter. This makes it possible to place an 
appeal before large lists at nominal cost 
in a few hours' time. 

An analysis of the practical features 
of direct advertising suggest these ten 
advantages for advertisers: 

1 : By using good lists of logical pros- 
pects there is practically no waste — each 
given prospect receives your appeal. 

2: You can reach any and all prospects 
in a field in a few hours' time. Thus you 
can divide the lists into natural units and 
go after each unit separately. 

3 : Your mail advertising can secure busi- 
ness direct or assist the men in the field by 
doing missionary work. 

4: You can get quick action in reaching 
any given list. Timely advertising can be 
released at the psychological moment. You 
can take advantage of opportune market or 
business conditions or circumstances to ad- 
vantage. 

5 : There is an intimate and personal 
touch in direct appeals — especially in letter 
mailings — that is an advantage. It "gets un- 
der the skin." An advertisement in a publi- 
cation is a speech to a crowd, a letter or 
a mailing folder is a talk to one man in his 
easy chair at home, after dinner, or at his 
desk during the day. 

6: Through the more personal appeal of 
direct advertising the advertiser can bring 
to bear a different kind of force than that 
derived from general advertising; he can 
hook this up to national, class or trade ad- 
vertising in many ways. 



The appeal to 
groups instead of 
to the masses 



Ten advantages 
of direct 
advertising 



10 



INTENSIVE SELLING 



Direct results 
can be keyed 
and developed 



How direct 
advertising 
can be taken 
advantage of 
in selling 



7: Your sales strategy is hidden from 
competitors. You don't have to show your 
hand. 

8: It permits you to key results. There 
is no big element of gamble when proper 
tests are made and results noted. Direct 
advertising has the one great advantage of 
remaining under the eye of the one for 
whom it is working. He can watch it, train 
it. develop it intelligently. Its operations 
are visible when properly systematized. 

9: You can get prompt action under the 
most favorable conditions — your proposition 
is placed in the hands of your prospect, with 
order blank, return envelope, postcard or 
other means of reply. 

10: Most important of all perhaps, you 
can build up an intimate, personal acquain- 
tance and good will among your prospects 
and customers, of immeasurable value, and 
at less expense than by any other means. 

Direct advertising can be applied in 
many ways. Customers and prospects 
may be appealed to as often as may be 
desired. Any territory may be combed 
for orders or inquiries. Through direct 
advertising the sales force can be en- 
thused and helped. This method of sell- 
ing can be employed in securing "leads" 
to be followed up and sold later, or to 
influence the favor of the list, to develop 
good will of the trade, or to promote 
greater efficiency in co-operative action. 

One of the most important and profit- 
able applications of direct advertising is 
to secure orders direct. The catalogue 
and literature is sent out and an order is 
solicited by mail. The great mail order 
houses of the country have been built up 
on this principle of selling. 

By sending direct advertising in ad- 
vance of salesmen it is possible to ac- 



INTENSIVE SELLING 



11 



quaint the customer with the fact that 
the salesman will call, and at the same 
time give the details of the proposition 
for the customer to be considering. 

Doing this advance work by mail the 
advertiser enjoys important advantages. 
The salesman's time can be economized, 
he can make more calls, sell his custom- 
ers in less time, and the cost of selling 
can thus be reduced. The advantages of 
mail advertising, as a supplement to 
salesmen is indicated by the following 
extract, which, while it uses letters as 
an illustration, can be applied with the 
same force to other mediums. 

"You can cut the high cost of selling goods 
with the right kind of personal letter adver- 
tising. 

"One company reduced the number of sales- 
man's calls necessary to secure a sale from 
seven to five, in one year, through the timely 
use of letters. The figures on which it is 
based are real figures; they are taken from 
the records of one of America's largest manu- 
facturers. 

"For the company quoted, the cost per call 
of its salesmen was $11.23. The cost of a per- 
sonal letter sent out by its salesmanager was 
35 cents. It took thirty-two letters to equal the 
cost of one salesman's call. But the concern 
whose figures we quote did not send out thirty- 
two letters : it averaged but three for each of 
its salesmen. 

"During the year previous, when practically 
no letters were written, the salesmen averaged 
one order in seven calls. During the past year, 
since the adoption of the letter policy, the 
salesmen have been able to secure one order 
in every five calls." 1 

Another wholesale house found that 
by supplementing its salesmen with 

^'Backing up your Salesmen," booklet issued by Hamp- 
shire Paper Co., South Hadley Falls, Mass. 



Paving the way 
for salesmen 



How direct 
advertising cuts 
cost of selling 
through men 



Letters supple- 
menting salesmen 
permitted a sale 
to be made in five 
calls instead 
of seven 



12 



INTENSIVE SELLING 



Using catalog to 
supplement work 
of salesmen 



How direct 
advertising 
supplementing 
salesmen increased 
volume of business 
25% 



catalogues and devices for convenient 
ordering of requirements, they were 
able, in five years' time, to increase the 
volume of their business 25 per cent. 

"Until we made a determined effort to build 
our business we never realized how much trade 
we were losing," said the sales manager of a 
large wholesale house. "We had always as- 
sumed that our big force of traveling sales- 
men — 150 of them — covered the field thor- 
oughly. Now we know that many an order 
was placed elsewhere between the salesmen's 
calls. 

"We began by issuing a new catalog — one 
modeled on the lines of those in the big retail 
mail order houses — with every device included 
for making easy the placing of orders. Per- 
forated pages of postcards were bound in the 
book; sheaves of order blanks were included. 

"Then we assailed the problem of securing 
the cooperation of our salesmen. We ex- 
plained that our plan was to obtain more 
sales from each customer, and this, logically, 
would increase the commissions of each man. 

"Between calls, your customers are inclined 
to place orders with competitors, we argued. 
Persuade them to use the catalog and you'll 
find many commissions credited to you for 
sales you never worked for." This made a 
strong impression. 

"Our aggressive campaign for mail orders 
has achieved several good results. Not only 
has it increased our gross sales over 25 per- 
cent, but it has added stability to our business 
— centralized it at the home office, and weak- 
ened the salesmen's personal control of a ter- 
ritory." 1 

"Many manufacturers and wholesalers are 
using the mails more and more in moving vol- 
ume of goods among retailers. Their men 
seldom call back every couple of weeks — 
frequently not once in every three months — 

l New York World: "Supplementing Salesmen's Efforts 
Through Mail," by H. J. Barrett. 



INTENSIVE SELLING 



13 



and retailers develop needs when salesmen are 
not on the scene to take orders. 

"As John Allen Murphy, a retailer, says in 
Printer's Ink : 'Modern merchandising almost 
compels the retailer to do a great deal of his 
merchandising by mail. The mail order method 
of purchasing has developed among retailers 
almost as much as among consumers, but in 
the case of retailers it is more of a necessity. 
The retailer who wants to keep up his variety 
and keep down his stock is obliged to order 
a great deal by mail — between the calls of 
salesmen there should flow a constant stream 
of mail orders." 1 

The first list of potential value in the 
established business is the list of cus- 
tomers from whom further business is 
desired. It is advisable to keep before 
customers continually with literature sug- 
gesting desirable goods and urging an 
order or an investigation of the proposi- 
tion advertised. There is a natural bond 
of intimacy between a progressive house 
and its satisfied customers, and it usually 
is possible to take profitable advantage of 
this through direct advertising. 

The possibilities of direct advertising 
as a means of educating and selling pros- 
pects is well known. Nearly all manu- 
facturers, wholesalers, and to a large ex- 
tent, retailers, sell goods to certain easily 
segregated classes of industry or to 
known legitimate prospects. Such lines 
of business or known prospects can be 
listed and appealed to direct by mail at 
a cost of a few cents for each name on 
the list. An enclosed order blank, a re- 
turn postcard or coupon, along with the 
letter or literature, may serve to bring 

*ldeas: No. 35, by Flint McNaughton. 



Direct advertising 
used in winning 
more orders from 
retailers 



Lists of customers 
first logical list 
for advertisers 



Prospects easily 
listed and appealed 
to direct 



14 



INTENSIVE SELLING 



Getting specific 
buying informa- 
tion through 
which a list of 
known prospects 
can be built 



Follow-ups used 
to turn lists into 
business 



back the orders or inquiries for further 
paticulars or prices. 

Direct advertising methods are being 
made use of by manufacturers and 
wholesalers to secure market informa- 
tion and facts on which to base econom- 
ical selling plans, as described in the 
following instance: 

"The manufacturer of a dress fabric was 
considering advertising, but as his goods were 
sold through jobbers who sold through the 
country, he had no way of telling just who 
his retailers were, where they were or in 
what part of the country they were strongest. 

"He appropriated a certain sum for adver- 
tising, but decided to devote the greater 
amount to research work. 

"His investigations showed some 8,500 deal- 
ers in* the United States who were highly 
enough rated and properly located to handle 
the fabrics. 

"He addressed a letter to these dealers tell- 
ing of the approaching campaign, enclosing 
a large sample of the fabric and a stamped 
return postcard containing two notations for 
the dealer to check, namely: 'I handle your 
product and I would like to obtain free co- 
operative advertising service,' and 'I do not 
handle your product but would like to receive 
samples and list of jobbers handling them.' 

"Of the 8,500 circulars sent out, 4,000 replies 
were received, 2,500 saying they carried some 
of the fabrics and 1,500 requesting samples 
and list of jobbers. While the former did 
not represent all the dealers handling the line, 
it gave the manufacturers a working nucleus. 

"The 1,500 dealers were followed up to in- 
duce them to order goods from their jobbers 
and the other 2,500 were urged to carry and 
maintain complete stocks." 1 

When manufacturers distribute their 

^Advertising £r* Selling: "Finding out how Jobbers 
Feel." 



INTENSIVE SELLING 



15 



products through dealers it is to advan- 
tage to interest the dealers in their line 
and assist them in every way possible in 
increasing sale for their goods. This can 
be done in many ways — by devising prac- 
tical selling plans which the dealer can 
co-operate in carrying out, by supplying 
window trims, signs, display racks, lit- 
erature to be sent to lists of dealers 5 cus- 
tomers, newspaper electrotypes, booklets, 
enclosures and "schemes" for local sell- 
ing. 

In connection with literature sent out 
to lists of customers' prospects, dealers 
and salesmen, it is important that a sell- 
ing plan be provided, of which each mail- 
ing is a unit or part. A properly pre- 
pared plan ties up each mailing to the 
others, making each a cog in the machin- 
ery of influencing the list. A series of 
letters or mailings of any character, pre- 
pared and designed to be sent out to lists 
at predetermined intervals, usually fif- 
teen or thirty days, is known as a "fol- 
low-up" system. These systems are ex- 
tremely effective in accomplishing im- 
portant work of sales influence and edu- 
cation in a way which reduces labor in 
the advertiser's sales or advertising de- 
partment to the minimum. 

Direct advertising affords an oppor- 
tunity to the advertiser for taking advan- 
tage of other kinds of advertising. 
There are many ways in which direct 
advertising can be applied as an auxiliary 
means for furthering co-operation. 

When an advertiser who distributes 
through dealers spends money for na- 



Selling plan 
important as the 
foundation for 
success in a 
direct advertising 
campaign 



Strengthening 
many kinds of 
publicity by direct 
advertising 
"hook-up" 



16 



INTENSIVE SELLING 



"Selling" national 
advertising to the 
dealer direct 
by mail 



Supplementing 
street car 
campaigns 



Winning interest 
of jobbers and 
their salesmen 



tional, trade paper or display advertising 
it is to advantage to circularize dealers 
and explain the advertising plans, send 
proofs of advertisements, and point out 
where it is to advantage of the dealer to 
co-operate in getting the greatest pos- 
sible benefit from the advertising. 

Letters, with proofs of local newspaper 
consumer - influencing advertising, are 
often sent to dealers, outlining the adver- 
tising plans and urging dealers to be pre- 
pared to intelligently meet the demand 
that the newspaper advertising develops. 

The effect of a street car advertising 
campaign can be benefited through direct 
advertising in which attention of dealers 
is called to car cards which will be used. 
Such a campaign enables dealers and 
jobbers to keep advised as to street car 
advertising plans and permits them to in- 
telligently take full advantage of con- 
sumer interest which street car publicity 
develops. 

When direct advertising campaigns 
are carried on to dealers, or when na- 
tional advertising or trade paper adver- 
tising is done, it is well to keep jobbers 
who handle the goods advised as to what 
effort is being made by the manufacturer 
to influence the consumer to ask for the 
goods, and as to what measures are being 
taken to hook the dealer up in the cam- 
paign. In this book this problem is con- 
sidered from many angles, especially as 
it applies to one important phase of di- 
rect advertising. 

A method of advertising for which 



INTENSIVE SELLING 



17 



business in the United States spends over 
$420,000,000 a year merits the most ex- 
haustive study by every executive. An 
increase in efficiency in this kind of ad- 
vertising means an increase in profits. 

In the volume of direct advertising 
done during the past decade, investiga- 
tions have been made, results have been 
keyed, and watched and recorded, tests 
have been carried out, theories have been 
demonstrated. The problem of direct 
advertising confronting thoughtful ad- 
vertisers has been viewed from varied 
angles and definite conclusions reached. 

In this brief outline of the subject of 
direct advertising space has permitted 
us to merely touch lightly upon the im- 
portant channels which afford oppor- 
tunity for advertisers to increase sales. 
Each phase of this subject is deserving 
of intensive thought and constructive de- 
velopment. 

One important and neglected medium 
of direct advertising is considered es- 
pecially in the following sections. The 
subject of enclosures, in their many 
forms arid practical applications for 
stimulating sales is worthy of intensive 
study in any business. In this book an 
analysis of the sales possibilities of en- 
closures is made, the vital features that 
count in enclosure successes are pointed 
out and scores of practical, proven ideas 
are suggested for adaptation and effect- 
ive use in all lines of business and under 
all kinds of selling conditions. 



Intensive selling 
plans worthy of 
the most careful 
study 



Facts gleaned 
from costly 
experience 
presented on the 
following pages 



Sales-influencing 
possibilities of 
enclosures as an 
advertising 
medium 



PART TWO 

HOW ENCLOSURES ARE APPLIED IN 

INTENSIVELY INCREASING 

SALES 



Where one man's 
eyes were opened 
to value of 
enclosures 



How he put the 
idea to work in 
his business 



A manufacturer of a line of metal spe- 
cialties picked a printed enclosure from 
an envelope that bore a business letter to 
him. The message on the enclosure 
caught his interest. The enclosure 
opened the door to business ; it delivered 
its message in the executive's office when 
salesmen sat patiently in the outer office 
waiting an interview. 

This man was impressed with the idea 
of advertising his own firm's products 
through enclosures with letters. An in- 
vestigation showed that several hundred 
letters went out of his office daily, besides 
invoices and statements. At least ninety 
percent went to logical prospects for 
products sold by the firm. There were 
eleven agents controlling territory : most 
of these reported they were in position 
to make profitable use of quantities of 
good enclosures every month. 

The firm's list of dealers were checked 
over and a letter was sent to each asking 
how many enclosures could be given judi- 
cious distribution. The response was en- 
couraging. 

Part of the firm's line was handled by 
jobbers. The distribution of sales-win- 
ning arguments through jobber's corre- 



INTENSIVE SELLING 



19 



spondence afforded another medium of 
productive distribution. 

A series of enclosures was carefully 
prepared and given systematic distribu- 
tion. The sales influence that developed 
— direct returns as well as indirect — dem- 
onstrated that advertising through en- 
closures pays. 

This medium of direct advertising, too 
little recognized and vastly misused, is 
known variously as enclosures, inserts, 
package slips and envelope " staffers." 

Enclosures are small advertisements in 
the shape of booklets, leaflets, folded cir- 
culars or simple slips of paper stock to be 
given distribution in many available ways. 

No other medium of direct advertising 
can be applied to so many channels as 
enclosures. The distribution costs noth- 
ing as it already exists, whether it is used 
or not. This reduces the cost of en- 
closure advertising to practically the ex- 
pense of printing. Further than this, it 
is often possible, by efficient management 
and forethought, to reduce the cost of 
printing to merely the mechanical cost of 
set-up and makeready. 

"When we consider the subtle and far-reach- 
ing distribution possible for enclosures, and 
against this, the relatively insignificant cost 
for printing, it is surprising that this selling 
influence is not taken advantage of a great 
deal more than it is. But recognition of this 
well-worth-while possibility is becoming ap- 
parent. Some firms systematically map out 
the year's enclosure campaign just as they plan 
their mailing folders in series." 1 

l Judicious Advertising: " Making Printed Enclosures a 
Selling Influence," by Flint McNaughton. 



Enclosures — an 
effective medium 
for aiding sales 



Distribution 
available whether 
it is used or not 



20 



INTENSIVE SELLING 



Where enclosures 
can be given 
distribution 



Ways of using 
enclosures to 
attract business 
and increase sales 



Keeping dealers 
informed as to 
advertising 



The distribution that can properly be 
given enclosures varies with the condi- 
tions of the business and with the class 
of prospects appealed to. Enclosures 
may be inserted in outgoing envelopes, 
with correspondence, form letters, fol- 
low-up letters, with invoices and state- 
ments. They can be used to advantage 
as supplements with follow-up letters, 
bearing a part of the burden of telling 
the sales story to the prospect. 

"A good percent of the letters mailed out 
by manufacturers go to prospective buyers of 
their products; every letter affords free dis- 
tribution of interest-awakening printed mat- 
ter. This sort of printed matter is simple and 
inexpensive; it demands but a twist of the 
wrist for the office boy or stenographer to slip 
an enclosure in the envelope with the outgoing 
letter." 1 

Advertisers are applying enclosures in 
numberless ways to stimulate sales by 
carrying information and selling sug- 
gestions to groups of prospects. Success- 
ful advertisers who reach consumers 
through national advertising and sell 
through dealers adopt methods for keep- 
ing dealers informed as to national and 
trade paper advertising. By doing this 
they get greater value from such pub- 
licity. Enclosures are effective mediums 
for accomplishing this at minimum cost. 

The most common application of en- 
closures is found in direct selling propo- 
sitions when the advertiser is appealing 
to a given list for business. 

In order to illustrate the sales influ- 
ence of enclosures there is no better way, 

Udeas: No. 16, by Flint McNaughton. 



INTENSIVE SELLING 



21 



perhaps, than to relate instances of their 
profitable use as applied to many selling 
conditions and lines of business. 

An advertising manager, upon analyz- 
ing conditions in connection with a firm 
with which he was connected, discovered 
that in a large correspondence, with bills 
going out daily, statements monthly, and 
even with follow-up letters — the envel- 
opes bore no printed enclosures. 

He selected a series of strong sales ar- 
guments regarding products that his 
company manufactured and apportioned 
his list of subjects over twelve months of 
the year. Then he prepared a series of 
twelve enclosures in which the selected 
features or subjects were exploited in 
copy and by illustrations. 

They were released and distributed at 
thirty-day intervals during the year. 
Every out-going envelope spoke through 
its enclosure. Limited quantities were 
supplied to dealers. The travelers used 
them. 

Frequent orders were traceable to the 
enclosures. One inquiry resulted in a 
connection that netted the house more 
in profit during the year's time than the 
entire cost of producing the enclosures. 

A sales agent for garments found him- 
self carrying a considerable stock of tan 
waterproof ulsters of a character es- 
pecially suitable for the use of profes- 
sional men. In connection with letters 
advertising a similar black waterproof 
garment to clergymen who had formerly 
bought garments, an enclosure was sent, 



How one 
advertiser 
systematically 
used enclosures 
to stimulate sales 



Stock of raincoats 
sold through 
enclosures 



22 



INTENSIVE SELLING 



Results 
astonished the 
advertiser 



carrying a sample of the tan material, 
and requesting the recipient of the letter 
to pass the enclosure along to some pro- 
fessional friend. The enclosure de- 
scribed the garments and listed them at 
a very moderate price, with the privilege 
of ten-day inspection. 

The result was that the stock, which 
had been occupying shelf-space for 




What Are You 
Putting Under Your 
Postage Money? 





~t 



Carson 



How to 

keep busy 

and 

make money 

when 

new construction 

is at a 

stand-still 




Typical specimens of folder enclosures — originals usually printed in two 
colors. This type of enclosure is made up of stock folded one or more times, 
and cut in suitable size to be conveniently inserted in correspondence envelopes. 



INTENSIVE SELLING 



23 



weeks, was almost entirely sold, at the 
nominal cost of the printing and the 
samples, within fifteen days. 

"Enclosures are made to serve a double pur- 
pose for one automobile manufacturer. They 
are issued frequently and given distribution 
through outgoing envelopes from the home 
office. They are sent to branches and dealers 
in quantities agreed upon and distributed 
through envelopes, in show rooms and in other 
ways. A good distribution can be counted 
upon and the enclosures serve a double pur- 
pose of spreading the selling features of the 
company's products and helping the dealers in 
influencing their prospects. 

"These enclosures are explanations of sell- 
ing features. For instance, one will explain 
the steering gear, another points out the 
strength in frames, another treats of steels. 
These help dealers in following up their pros- 
pects. One feature in favor of these enclos- 
ures is that they are brief, and are read 
easily." 1 

In the early days of Sears, Roebuck & 
Co., the mail order house, Mr. Sears had 
4,000 couches to dispose of and he de- 
cided to send out in an edition of cata- 
logues a small four-page enclosure de- 
scribing and illustrating them and featur- 
ing them at an attractive price. After 
the couch advertisement was in print it 
was found that the fourth page of the 
folder prepared was blank. 

An associate suggested printing an ad- 
vertisement of a cheap dictionary on that 
page and the idea was approved. One 
hundred thousand enclosures were dis- 
tributed in the catalogues. This adver- 
tising, the cost of which was entirely 

^Judicious Advertising: "Making Printed Enclosures a 
Selling Influence," by Flint McNaughton. 



An enclosure plan 
used by an auto 
manufacturer 



How an insert in 
a catalog sold out 
two stocks 



24 



INTENSIVE SELLING 



Stock of used tires 
moved through 
enclosures 
inserted in 
envelopes 



How a telephone 
company inten- 
sively stimulates 
business 



Advantage taken 
of monthly 
envelope 
distribution — 
enclosures used 



printing, sold the entire stock of couches 
and the entire edition of the dictionaries. 

An automobile manufacturer found 
enclosures effective in closing out a stock 
of used tires. A considerable stock of 
tires had accumulated in a branch house 
— all in excellent condition — but second 
hand. They wanted to move the tires 
and were willing to sell them at very low 
prices — prices that were very exceptional 
considering their actual value. 

A plain type enclosure was printed in 
one color and the enclosures were in- 
serted in outgoing envelopes, with state- 
ments and invoices, and sent to dealers 
for distribution. This resulted directly 
in a number of sales. 

How enclosures are systematically used 
as the logical medium of keeping sales 
suggestions before the field is told by an 
advertising executive of the New York 
Telephone Company. 

"Most of you are reasonably familiar with 
the fact that our statements are rendered 
monthly. In Buffalo are prepared in the neigh- 
borhood of eighty thousand statements a 
month. It has always seemed too good an 
opportunity for the distribution of advertising 
literature to be overlooked. We have at- 
tempted to systematize such usage. 

"We also use enclosures with correspond- 
ence. Every letter to a prospective subscriber 
or a subscriber must contain some piece of 
advertising literature. 

"Judgment is used in selecting such litera- 
ture. Letters to business houses contain busi- 
ness circulars only, and in like manner, letters 
to home folks contain homey literature. While 
the placing of enclosures in with correspond- 
ence has been followed with considerable sue- 



INTENSIVE SELLING 



25 



cess the biggest thing in our habits of making 
double use of the postage stamp lies in the 
use of mailing with our monthly statements. 

"We do not work in a haphazard way. Each 
year the advertising men from the different 
divisions of our company throughout the State 
get together early in the spring and set a 
schedule of enclosures to be used for the suc- 
ceeding twelve months. It will be easily un- 
derstood what a valuable means this method 
gives us of making any general announcements 
to our customers. 

"We make a practice of giving our custom- 
ers a little rest now and then for perhaps 
two months or three months. It has always 
seemed to us in so doing that we insure their 
gratitude. From the amount of comment de- 
veloped after the use of some attractive cir- 
cular, after a vacation of two or three months, 
we believe we are justified in our opinion. 

"There are one or two seasonable pieces of 
literature that can be relied on, however, and 
our customers reach the frame of mind where 
they actually expect it, and feel abused if they 
don't get it. One instance, in our own line 
of business, is in the use on the first of March 
each year of what we know as our "Three 
Months at a Glance Calendars." We have 
used this type of calendar for three years. 
During January and February we have many 
requests as to when our calendars are going 
to be ready." 1 

A banker had prepared a series of three 
enclosures for his several departments — 
savings accounts, commercial banking, 
trust department and safe deposit vaults. 
He also featured in enclosures special 
services, such as certificates of deposit 
and the strength and construction of the 
vaults. 

The campaign presented the bank's 
proposition in a highly attractive manner. 
A schedule of distribution was arranged 

1 Geo. W. Billings, Address at Buffalo Ad Club. 



Periodical 
"lay-off" to 
get better effect 
from enclosures 



A banker's plan — 
typical of applica- 
tion in every line 



26 



INTENSIVE SELLING 



Seeking "leads" 
for business 
through 
enclosures 



Inducing quick 
payments through 
enclosures 



— saving enclosures went out to commer- 
cial accounts; safe deposit enclosures 
reached savings, commercial and trust 
accounts. An immediate response was 
felt in each department, and the year's 
campaign resulted very satisfactorily. 
This new business was intensive and the 
enclosure method of advertising per- 
mitted new business to be secured easily 
at a very moderate cost. 

Enclosures are made use of in many 
ways to interest prospects in coming into 
the store, sending for a sample order or 
doing some specific thing that will give 
the advertiser an advantage in eventually 
making a sale. 

Human nature is susceptible to flattery 
and everyone is attracted by opportuni- 
ties of securing something for nothing. 
Basing the appeal on these psychologi- 
cal conditions, advertisers make use of a 
card, usually enclosed with a letter, of- 
fering the bearer some special advantage, 
favor or courtesy. 

The proprietor of a summer garden 
sent out cards to selected lists, with the 
name of the prospect written in ink, 
granting the privilege of free entrance to 
the park for a specified time. In this 
way many strangers were induced to visit 
the park for the first time, and undoubted 
future patronage secured. 

A large concern makes excellent use of 
an enclosure in collections. Mindful of 
the fact that the usual "two per cent ten 
days" clause, printed on a billhead is so 
common that its full meaning is often 
overlooked, they have devised a yellow 



INTENSIVE SELLING 



27 



sticker upon which is printed in red ink : 
"This invoice is subject to a discount of 
two per cent if paid within ten days from 
date. Two per cent ten days is equiva- 
lent to thirty-six per cent a year." 

"A good way to insure your catalog or 
booklet being read or at least given attention 
is to send out a letter with it, calling particu- 
lar attention to some specific part of the book- 
let. A paragraph like this : 'On page 36-37 
of this booklet you will find information of 
particular value to you — of particular helpful- 
ness to your business.' Then the pages men- 
tioned in the letter should be marked right in 
the booklet with a heavy colored pencil." 1 

"I know one stock-selling proposition where 
we wrote a man, and instead of sending him 
the usual follow-up letter we took a pink slip 
and said: 'Dear Mr. Jones: On such and 
such a day we sent you the attached letter. It 
evidently has escaped your attention/ A little 
memorandum and that pink slip attached to 
the so-called carbon copy of the letter brought 
a larger percentage of results than a new fol- 
low-up letter written to another list." 2 

A financial house, offering its stock on 
a special occasion on a limited time pay- 
ment basis, used an enclosure to present 
their proposition in an effective manner. 
When the statement of arrangements of 
payment to suit the convenience of the 
buyer was made in a letter the effect was 
not satisfactory. The desire was to adopt 
some means that would bring out the 
special time payment inducement in a 
more striking and conspicuous manner. 

In order to accomplish this an enclo- 
sure was prepared to accompany the let- 
ter. The enclosure was a simple slip of 
yellow stock on which was reproduced in 

Gorman Lewis: Address at A. A. C. of W. at Chicago. 
*Homer H. Buckley: Address at A. A. C. of W.,Toronto. 



Methods for 
getting prospects 
to read your 
literature 



An enclosure idea 
that paid better 
than a letter 



Using enclosures 
to spur prospects 
to action 



28 



INTENSIVE SELLING 



imitation of typewriting, the following 
memorandum : 

"Confidential: One of our good friends in 
the rubber trade said yesterday : "I am loaded 
up with tires, bought before the last price raise, 
and the cold weather during April and May 
has made sales slow. I want to come in for 
a few shares, but would like more time on my 
second payment, say half of it in July and half 
in August — how about it?' This condition may 
be holding you back. If it is we will arrange 
the second payment to suit your convenience. 
Let us know." (Signed in ink by the Treas- 
urer.) 




• &«&la submitting 



BRACH DEALERS BUY DIRECT AMD SAVE THE JOBBER'S PROFIT! 
COSTS VOU YOU MAKE YOUR PROFIT 



*13!2 



$320 

By *«>l»g Direct! 



$ 1112 




Off List: 



This Special Discount of One 
-— Cent(«c)off our entire 
**=■ 'Special*" 



eathor during April and hay 



condition aaj bo holding yog basic. If It 



Examples of enclosures designed to force the prospect to quick action. 
These enclosures are often pinned or tipped onto other literature. Calling 
attention to the special features of the offer, or emphasizing the limited time 
price made, this type of enclosure is found very effective when properly planned 
and prepared. 



INTENSIVE SELLING 



29 



A plan tried by sales manager to im- 
press correspondents and to convenience 
in replying is to enclose a carbon with 
the letter requiring a reply. A rubber 
stamp imprint is placed on such carbons, 
reading: "When replying to the accom- 
panying letter, kindly enclose this carbon 
copy." This often prompts an immedi- 
ate answer, and saves going to the files 
to look up the carbon of the letter sent 
out. It also allows the correspondent to 
make the reply briefer. 

Pasters, or gummed enclosures, mak- 
ing special announcements, such as re- 
movals or change in location or telephone 
number can be tipped on a letter in such 
a way that they obstruct the beginning 
of the letter and therefore command es- 
pecial attention because they must be 
lifted aside before the letter can be read. 

"In organizations where correspondence is 
regularly addressed to the company rather 
than to individuals or departments, some meth- 
od of identifying letters is necessary in order 
to give prompt service. A simple method used 
by one large manufacturer consists of a red 
gummed sticker about one inch square worded 
as follows: "Quicker service will be given 
you if you detach the coupon below and stick 

it on your reply. This answers letter 

Dated Dept M "* 

"... here is a little device to get atten- 
tion for its letters of solicitation. It is a 
gummed label, printed in red and perforated 
through the middle. The top half reads : 'This 
is a personally written letter and we thank you 
for treating it as such. In replying, use the 
attached.' The lower half bears the inscrip- 
tion : 'Attention of Fred A. Wish, Adv. Mgr.' " 2 

System: "In the Day's Work." 

^Printers' Ink: "The Little Schoolmaster's Classroom. 



Using carbon copy 
as follow-up 



Getting publicity 
through gummed 
slips and pasters 



Plan for saving 
time in 
correspondence 



30 



INTENSIVE SELLING 



Enclosure method 
used by a 
progressive bank 
as means of 
educating public 



Use of cards and 
similar enclosures 
by retailers to 
bring customers 
to the store 



"A Kansas City banker devised a set of 
stickers A l / 2 by \ l / 2 inches, one of which is 
attached to every outgoing letter, as well as to 
forms and statements that regularly go to his 
depositors. 

"Each strip briefly tells of one of the bank's 
services. Some of them read as follows: 

" 'There is no better investment than 6% 
Farm Loans. The principal is safe and the 
income certain. Consult our mortgage loan 
department.' 

" 'Accumulative savings certificates are a 
splendid saving feature. Monthly deposits of 
$1.07, or more to suit your convenience. 3% 
compound interest and 2% bonus at date of 
maturity.' 

" 'In our great fire and burglar proof vaults 
we rent safe deposit boxes as low as $3 per 
year. On our daily balances of checking ac- 
counts we pay 2% interest.' " x 

Retailers send out similar cards to se- 
lected lists of customers inviting them to 
inspect given lines in advance of the 
opening of a special sale. 

A retailer of musical instruments is- 
sued a card offering a book upon request 
at the store. The card read : "Introduc- 
ing a member of the family of (blank 
space for name to be written in). A 
beautiful book entitled, "Everything 
Known to Music," will be handed to the 
person presenting this card. This book 
contains an illustrated history of every 
musical instrument in the modern orches- 
tra, besides much other interesting mat- 
ter. Please present the card in the Piano 
Department, Third Floor." 

Enclosures are used as an aid in facili- 
tating the correspondence department 

System: "How to get Bank Depositors." 



INTENSIVE SELLING 



31 



and to ward off letters of complaint. A 
publisher sends a notification that the 
book ordered is being sent by parcel post. 
In connection with this is an enclosure, 
bearing the following information : "The 
book referred to in the enclosed invoice 
goes to you under separate cover by par- 
cel post. As there have been some com- 
plaints recently regarding non-delivery of 
parcel post matter, we ask you to let us 
know at once if you do not receive the 
book within a reasonable time after this 
letter reaches you. Bear in mind that 
parcel post packages are not expected to 
travel as fast as letters. Your postmaster 
or carrier will tell you about how long 
it ought to take." 

In order to secure requests for their 
catalogues, a manufacturer sent a sample 
page of his catalogue to a list of pro- 
spective customers. Attached to the 
sample page was a small printed slip 
which read: "Sample page taken from 
our beautifully illustrated Spring Cata- 
logue or Sales Book which we will send 
you free upon request. For your con- 
venience the usual retail prices are 
printed under all illustrations on this 
page. The goods, however, will be billed 
to you at guaranteed wholesale mill 
prices. ,, 

Using a somewhat similar plan for at- 
tracting attention to their catalogue, one 
mailing concern attaches to their cata- 
logue a slip bearing the following state- 
ment : "Memorandum : Give this cata- 
logue a permanent place in your files. 
You will find it valuable to have handy 



Making enclosures 

conserve 

correspondence 



Selling catalogs 
by showing 
sample page 



Plans for winning 
attention for 
catalogs and 
getting them 
preserved 



32 



INTENSIVE SELLING 



A method for 
finding out what 
type of product 
the inquirer is 
interested in 



for ready reference — when you want in- 
formation. . . . etc." 

In order to introduce literature sent on 
request and to pave the way for an in- 
terested "come-back" an automobile com- 
pany makes use of an enclosure. It is a 
small leaflet, printed on one side in type- 
writer type, and reads in part as fol- 
lows: "The attached printed matter is 
mailed you by request. We trust that it 
will contain at least part of the informa- 
tion that you desire regarding Studebaker 
Automobiles. 

"We have other literature that will 
give you valuable suggestions in the selec- 
tion of an automobile, and upon return 
of this slip, indicating type of car in 
which you are most interested, we shall 
be glad to send it — without obligation, of 
course. . . (Information to be 




- 

BOOKS am MONTH 






fir? 3 2 

ft 

Inn s 










Types of enclosures designed to induce special attention to the catalog, 
booklet or other enclosure to which they are attached. These enclosures can 
be pinned on the cover of the literature or inserted, by a fold, over the first 
page. They usually play up the features of especial interest in the literature 
and assure quick consideration. 



INTENSIVE SELLING 



33 



checked follows and space for name and 
address follows.)" 

As a follow-up, a publisher sends a 
reprint of his current general advertise- 
ment with a slip attached to one corner. 
The slip reads: "Memorandum for 
(name of prospective buyer typewritten 
in). Attached is a proof of an ad that 
you may have missed. We should like 
to send you the booklet. Simply sign 
and mail the postal." The object, of 
course, is to induce the prospective buyer 
to order. 

Another method of getting a reply 
without effort is described in this ex- 
tract : 

"Want to save time in your follow-up? 
When you first write your customer have two 
carbon copies made of your letter. If you 
don't hear from him in ten days simply take 
out one of the carbons, paste a sticker on it 
like the following, and mail to your customer 
without other remark or enclosure. It saves 
the time of writing a letter asking why a reply 
was not received. It saves the customer's time 
in looking up your first letter." The sticker 
should bear this wording: "No Reply Re- 
ceived — the courtesy of an early reply with 
return of this correspondence will be appre- 
ciated." 1 

A publisher calls attention to forth- 
coming issues of the publication through 
poster stamps issued as enclosures with 
form letters and correspondence during 
the weeks previous to the closing of 
forms of the advertising issue. 

It has been found advantageous by 
many houses to distribute enclosures 

>Schulze: "Making Letters Pay System." 



Taking further 
advantage of 
general advertising 
as a follow-up 



Another carbon 
copy follow-up 
scheme 



34 



INTENSIVE SELLING 



Poster stamps and 
remittance 
acknowledgment 
enclosures 



Typical example of 
methods used by- 
progressive hotels 



Calendars in 
enclosure form for 
special lists 



Without cus- 
no George H. 



along with checks sent in payment of 
bills in the shape of slips of paper bear- 
ing thanks or suggesting good will. A 
check enclosure idea is illustrated by the 
following : 

''This check is yours, 
tomers there would be 
Morrill Co. Without Geo. H. Morrill 
Co. you would not have this check. With 
you boosting we will have more custom- 
ers and your checks will be increased." 

Hotels find a valuable means of adver- 
tising in enclosures. There are many 
channels for distribution. Enclosures 
provide a means for exploiting the finer 
points of service and expressing commer- 
cial politeness that is always in order. 

There is real satisfaction in paying 
your bill at one Chicago hotel, because, 
with the receipt covering the remittance, 
a handsomely printed card is enclosed. 
The card reads: "Hotel LaSalle ac- 
knowledges with thanks your remittance, 
for which receipt is enclosed herewith." 

A variation of the daily calendar idea 
of keeping before his customers has been 
found effective by one merchant. To 
avoid the bulk of the daily calendar and 
the small figures necessary in the 
monthly calendar of small size, this mer- 
chant encloses with his monthly state- 
ments and his house organ, a pad of 
3 by 5 sheets, each one containing the 
calendar for a week. The figures make 
one row with a blank column under each 
for notes. This size just fits the daily 
card file and provides a plan through 
which the coming week can be instantly 



INTENSIVE SELLING 



35 



checked up. A couple of lines of copy 
ties the merchant's name to the calendar. 

Advertisers are using enclosure ideas 
as the basis of follow-ups, dealer-co-op- 
eration plans and mediums for bringing 
inquiries in touch with local dealers and 
providing manufacturers with a lever for 
interesting the local dealer. A plan of 
the latter type is explained here : 



Getting better 
dealer-cooperation 
through enclosures 



A follow-up device used by suc- 
cessful advertisers. Sent out pinned 
to an order blank a day or two days 
after letter is mailed. 




"... this concern makes men's jewelry and 
advertises a patent shirt stud sold through 
jewelers. It appreciates that there is no sense 
in paying good money for inquiries and then 
letting them go by default, and while shirt 
studs will not justify a very elaborate follow- 
up, Larter & Sons work on the theory that a 
satisfied customer is a good advertisement and 
spare no effort to make him satisfied. When 
the inquiry comes in a demonstration stud is 
sent to the inquirer with a letter. After ex- 
plaining what the stud is and why it should be 
bought, the inquirer is told : "If your regular 
dealer can't supply you, please ask him to write 
us, or, if you desire you can purchase from the 
dealer mentioned on the enclosed card, who 
carries our line.' 

"This card takes the place of the usual in- 
structions in letters of this kind to 'order from 
the other dealer.' It gives the inquirer some- 
thing definite to do. The card reads : 'Jones 
& Brown, Jewelers, New Haven, Conn. This 
will introduce to you Robert Cole, who wishes 
to inspect your stock of Larter studs, links and 



Getting the con- 
sumer into the 
store to "hook-up" 
dealer 



36 



INTENSIVE SELLING 



vest buttons, and for whom we bespeak every 
possible consideration. Thanking you in ad- 
vance for the courtesy, we are, Yours very 
truly .' Ml 

Valuable publicity At times of conventions, important 

at low cost for events or special celebrations — even dur- 

special occasions j n g ordinary buying seasons — manufac- 
turers frequently provide enclosures on 
which an invitation is extended to cus- 
tomers and prospective buyers who visit 
the city to take advantage of the oppor- 
tunity and visit the house. These en- 
closures can be given distribution in the 
house organ, in envelopes carrying cor- 
respondence, sales letters, invoices and 
statements. An example of this type of 
enclosure is reproduced here: 

Example of this "Let Buckie's be your headquarters! 

kind of use Great times will be had in Chicago at 

the Printers' Session of the Associated 
Advertising Clubs of the World Con- 
vention here June 20th to 24th. It will 
pay big in new ideas and inspiration to 
be there. You are cordially invited to 
make our office your headquarters, to 
have your mail forwarded in care of us 
— to see for yourself what genuinely effi- 
cient roller and ink making methods are 
behind the goods bearing our name." 

Ways of using Poster stamps, as enclosures, are 

poster stamps among the most widely applied of all 

mediums. They can be applied by the 
advertiser in many ways and passed 
along to the retailer with definite in- 
structions as to how to use them in his 
advertising. A good poster stamp, print- 
ed in bright or suitable colors, has a 

Winters' Ink: Follow-ups that Clinch the Inquiry," by 
Cameron McPherson. 



INTENSIVE SELLING 



37 



pleasing distinction that compels atten- 
tion. Gummed on the reverse, they can 
be easily attached to packages, stationery, 
on goods or be enclosed unattached. 
These can be made to illustrate different 
departments of the factory, processes of 
manufacture, special lines of goods, or 
simply to illustrate an idea through 
poster effects. They are usually issued 
in series and distributed according to 
some suitable plan of rotation. 

"Sears, Roebuck & Co. pastes on its large 
general catalogue a sheet of poster stamps, al- 



Using poster 
stamps to 
advertise 
departments 






INC MACHINES .[»*, °~ol it, e» pwd. hu, (™m pm brf-. J»«^ I. IW 

My Nunc Is . . 





Postcards are often used to secure names of prospects, and in this way 
valuable lists can be built up. Advantage of present distribution can be 
taken in getting excellent distribution of these "new prospect cards. 



38 



INTENSIVE SELLING 



Mail order house 
method for getting 
orders for special 
catalogs 



Poster stamps 
used for winning 
better dealer 
cooperation 



though often sending these in letters and pack- 
ages. Each of these stamps conveys a definite 
instruction, based on an illustrated theme. Are 
you interested in plumbing? Then your eye 
is caught by a stamp showing a faucet open, 
with running water, and when you attach that 
plumbing stamp to any card, letter or order 
along comes the plumbing catalogue. So with 
every one of a score or more of lines, each 
with its poster stamp. It makes it easier for 
the bona fide patron or prospect to secure defi- 
nite catalogues giving specific information not 
found in the general catalogue, yet it implies 
that you must make use of this stamp. For 
instance, the general catalogue cannot possibly 
list and price the full grocery line, but if you 
are interested in groceries, you'll make use of 
the poster which shows a collection of food 
products being handled by a clerk, and by 
simply pasting on a card, the special grocery 
list comes to you by return mail." 1 

One manufacturer makes poster 
stamps the basis of his dealer advertis- 
ing campaign. Fine drawings, used in 
national advertising, can be reproduced 
on a series of poster stamps. Simple 
enclosures are printed for dealer distrib- 
ution and the effect of elaborate printing 
is secured by attaching a poster stamp 
to the cover. A series of stamps are 
packed in sets for distribution to school 
children "collectors." 

Poster stamps, when drawings are 
suitable, can be attached on the letter- 
head, as an effective attraction for the 
eye. A manufacturing jeweler issues 
poster stamps showing a jeweler seated 
at a table, busily engaged in repairing. 
These are used by jewelers on their let- 
terheads to brighten them up — either 
pasted at the top or in the lower left- 

iPostage: "Particularizing the Poster Stamp," by Maxwell 
Droke. 



INTENSIVE SELLING 



39 



hand corner. "This," says a manufac- 
turer, in his dealer literature, "enables 
a jeweler to retain the essentials of his 
official letterhead and still have a highly 
effective piece of stationery without 
added expense. The suggestion lingers 
long after your letter is forgotten — and 
you know what that means to your 
store." 

In a similar manner poster stamps can 
be applied to fold-over letters. Instead 
of the usual 8^ by 11 sheet, a larger 
sheet is taken — about 8^4 by 14 inches — 
and folds the top over to form a 3^ 
inch flap on the left to which the poster 
stamp is affixed. The space under the 
flap may be devoted to a printed adver- 
tisement. 

Poster stamps serve excellently as 
seals for envelopes and packages. They 
can be used to liven show case signs, to 
be tipped on windows, to be tipped on 
advertising matter or placed on the back 
of the business card. They can be at- 
tached to postcards, along with the writ- 
ten messages, given away on "Call 
Again" cards as souvenirs, attached to 
blotters, tipped on the corners of bills 
and statements or inserted in theatre pro- 
grams in connection with a brief printed 
advertisement. 

Corporations are taking advantage of 
every avenue of advertising. The West- 
ern Union Telegraph Company is send- 
ing out enclosures to stockholders, en- 
closed with the quarter's dividend checks. 
One of these, signed by the President, 
says : "The enclosed check is not merely 



Giving packages 
identity and adver- 
tising value 



Methods used by 
corporations for 
gaining coopera- 
tion of 
stockholders 



40 



INTENSIVE SELLING 



Intensive methods 
being applied to 
large and small 
businesses 



a dividend on money invested. It is a 
reminder that you are one of the owners 
of this company : that you are concerned 
in its success. We therefore ask you to 
assist the management to increase the 
volume of the Company's business: by 
forwarding to New York any complaints 
of the telegraph or cable service or sug- 
gestions for their improvement; by talk- 
ing "Western Union" among your 
friends and acquaintances. Your active 
interest and assistance will help to in- 
crease the value of your property." 



PART THREE 

MAKING LETTER ADVERTISING MORE 
EFFECTIVE THROUGH SUPPLE- 
MENTARY ENCLOSURES 



Every letter mailed under first or sec- 
ond class postage is permitted a maxi- 
mum weight of two ounces under the 
carrying stamps. The postage stamps 
pay for this weight regardless of whether 
or not it is used. Since letters on heavy 
stock, together with the envelopes, weigh 
but a fraction of this permitted weight 
the envelope can carry a material weight 
of enclosures without exceeding the two 
ounce limit. 

"The average business letter — even the two 
sheet one — weighs hardly half an ounce. An 
envelope with nothing but an invoice or state- 
ment enclosed weighs only about a quarter of 
an ounce. Thus the average business firm is 
using less than twelve and a half percent of 
their carrying capacity. You can make the 
remaining eighty-seven and a half percent 
carry your advertising free. 

"Vacant advertising space — the best, too — 
you are paying for it and letting it go to 
waste. Put an advertisement in that space in 
the shape of a snappy booklet. Every adver- 
tising bulletin of this kind scores a bull's eye, 
for it cannot go astray." 1 

An attractive booklet, a striking leaflet 
or folder, delivered with every letter, in- 
voice and statement, with cartons, in 
house organs, and placed in packages, 
assures valuable sales influence, and the 
distribution costs nothing. 

1 Impressions 



Opportunities for 
taking advantage 
of distribution 
afforded through 
correspondence 
envelopes, with 
invoices, form 
letters, etc. 



Opinions of two 
authorities 



42 



INTENSIVE SELLING 



Where enclosures 
inserted with 
letters increased 
returns from 10% 
to 52% 



Details of the 
waiting scheme 



Successful advertisers are taking ad- 
vantage of enclosures as practical medi- 
ums for stimulating sales. This is evi- 
denced by the following extract. Where- 
as letters alone, pulled from 7% to 10%, 
letters containing enclosures pulled 52%. 
This intensive sales force, which pro- 
duced such excellent results in the tailor- 
to-the-trade line, can be applied to any 
business. 

"... a series of enclosures formed an in- 
tegral part of a definite and well planned sales 
campaign. Each enclosure had a different de- 
sign to win a welcome reading, to eliminate 
monotony, to be interesting and of an educa- 
tional value. To bait the recipient's attention 
appropriate cuts were used in some instances. 
They helped to liven up the enclosures and get 
them read. 

"We had 2,100 dealers on our books. It was 
at that stage of the season when we were 
about to distribute new sample lines. Up to 
that time the house had had considerable dif- 
ficulty in getting its dealers to acknowledge 
receipt of samples. The percentage of ac- 
knowledgments ran from seven to ten per cent. 
As it was a matter of vital importance to know 
whether the samples connected with those 
dealers who failed to advise, a couple of follow- 
up letters were usually sent out about ten days 
apart, and designed to pull the desired informa- 
tion. They seldom 'pulled' very strong. 

"The day following the shipment of the new 
lines we mailed letters to all our dealers to the 
effect that the new lines were on the way and 
to be on the lookout for them. A short sales 
talk regarding the merit of the line was in- 
corporated in the letters. Nothing was said 
about acknowledging receipt of the samples as 
this was left to the enclosure that accompanied 
each letter. 

"The enclosures were printed on two colors 
. . . and folded through the center. Upon 
opening the enclosure the talk read as follows : 



INTENSIVE SELLING 



43 



'Just fill out the attached stamped card, detach 
it and mail it to us, for it signifies that you 
have received our samples in good condition. 
If the express company has failed to effect 
delivery, then we are just as anxious to know it 
in order that we may send tracer and locate 
the outfit for you and place it in your hands 
promptly.' A stamped return postcard, prop- 
erly worded for convenient reply, was attached. 

"Within two weeks after the lines had been 
shipped, 1,100 cards came back and they con- 
stituted much valuable information. Some 
dealers expressed themselves as satisfied with 
the line, others found the prices too high, or 
the fabrics unsuited for their section of the 
country. Others said they could not use the 
samples and were returning them. Others 
stated the express company had not effected 
delivery. Out of 2,100, 1,100 dealers said 
something, and the 52 per cent of replies gave 
the house something to work on. 

"A card accompanying the first follow-up 
brought 15 per cent returns on 1,000 letters. 

"For a month we slipped an enclosure into 
every envelope that left our establishment. It 
advertised extra trousers with suits. Extra 
trousers business picked up 7% per cent." 1 

It is generally accepted, in theory, that 
a short letter has a better chance for 

l The Mail Bag: "Gauging the Effectiveness of Envelope 
Enclosures," by Wm. H. Herring. 



Stimulating sales 
of a product 7^% 
through an 
enclosure 




A form of enclosure that is often especially effective in giving a pleasing 
personal effect to form letters is the "Memo" slip on which a message is 
typewritten. Simple slips of stock on which a printed statement appears are 
often used, though usually less effective. 



44 



INTENSIVE SELLING 



Short letter safer 
than long letter 



Short letters de- 
voted to arousing 
interest — details 
in enclosures 



commanding attention than a long letter, 
since less effort is required to read it. 
Therefore, to gain attention, it is advis- 
able to seek to make letters as brief as 
practicable — and still to tell the story, 

"... the mailing consists of a perfectly 
processed, three-line letter designed to secure 
the reading of an enclosed booklet, which, by 
the way, is the function of most replying-to-in- 
quiries letters. The trouble with so many ad- 
vertisers is that they insist on putting into the 
letter a lot of copy which belongs in the en- 
closure, with the attendant annoyance that both 
the letter and enclosures lose efficiency." 1 

A manufacturer of machinery special- 
ties found that it took a long letter to tell 
his story convincingly. The percentage 
of inquiries from the necessarily long 
letters was small to what he believed 
it should be, judging from past experi- 
ence. It was his experience in selling 
another product that his class of pros- 
pects read a short letter more readily 
than they read a long letter, and that a 
short letter, to his trade, pulled a ma- 
terially higher percentage of replies. 

He had a series of enclosures pre- 
pared, illustrating his products with half- 
tones, and fully describing the applica- 
tion of the product to the particular line 
of business to which he was appealing. 
Making use of these enclosures to carry 
the details of his proposition, he was 
enabled to cut down his letters to mere 
interest-arousing introductions planned 
to secure audiences for his enclosures. 
The percentage of returns from this 
series of mailings was more satisfactory. 

^Postage: "In the Day's Mail," by Louis Victor Eytinge. 



INTENSIVE SELLING 



45 



Double spaced letters always pulled bet- 
ter returns for this manufacturer than 
single spaced letters. 

The enclosures prepared for this pur- 
pose were used to advantage also, in 
many other ways. They were used in 
lieu of the catalogue, distributed in out- 
going envelopes, handed out by salesmen 
and agents, supplied to jobbers for dis- 
tribution, distributed at the business 
show, supplied to dealers to distribute. 

"It is generally believed that short letters are 
more effective, when it is possible to make them 
tell the whole story, than long letters. It is 
conceded that the chances for reading are bet- 
ter. By using enclosures in connection with 
letters, to relieve the letters of details and 
facts, permits the letters to be devoted to the 
single demand of gaining attention. Frequently 
the facts of the proposition can be set forth 
more effectively in printed display which en- 
closures make possible/' 1 

"For any form of solicitation, letters re- 
lieved and backed by enclosures, get your prop- 
osition deeper into your list than letters tell- 
ing your whole story alone. 

"Beware long letters! They scare readers 
away. If they can be shortened they should 
pull better results. Enclosures make this pos- 
sible."* 

"The enclosure should complement the letter. 
The entire communication should be made one 
harmonious whole. Repetition in the form let- 
ter of points fully developed in the printed 
matter should be avoided, except in rare cases 
where the letter may swiftly touch on a few of 
the salient points brought out in the enclosures. 
In the main, the object of the letter should be 
to direct attention to the enclosure containing 

1 Homer J. Buckley, address "Letter Advertising" at Mil- 
waukee. 

*Ptitae': "Influencing Sales through Envelope Enclos- 
ures," by Flint McNaughton. 



Advantage should 
be taken of many 
ways of dis- 
tribution 



Authorities 
advocate short 
letters and 
supplementary 
enclosures 



46 



INTENSIVE SELLING 



Enclosures 
accompanying 
letters pulled 
better returns than 
letters alone 



Winning pros- 
pect's interest 
in other lines 
through 
enclosures 



the selling talk, or the important features of 
the communication." 1 

By using enclosures to convey the de- 
tails^ — to supplement the letters — it is 
possible to relieve the letters of details 
that can be carried in enclosures, and 
effort in the letters can be directed to 
arousing interest in the reader. 

"Follow-up letters accompanied by circulars 
or booklets brought more sales than those that 
were not backed by printed details of the offer. 
A distinctive personal sales letter with a pam- 
phlet containing an interesting personal story 
of a man who bothered along for years without 
buying furniture the convenience of his home 
required, pulled three times as much as the old- 
style of cold argumentative, impersonal letter 
and enclosure." 2 

It is possible, when following up a 
prospect who has expressed interest in 
any given product, to interest him in 
other products or allied lines, supplies 
or services, by distributing enclosures 
attractively describing other products. 

Enclosures used in connection with 
form letters make possible increased 
effectiveness of the mailings. A medi- 
ocre sales letter is frequently strength- 
ened to the result-getting point by a 
clever enclosure. 

"It is essential (in reaching the dealers) to 
always enclose a small descriptive circular of 
the article concerned in your letter. This furr 
nishes necessary details to the interested 
reader. 

"When possible, enclose, too, a sample of 
the material or workmanship offered for sale. 

Postage: "Increasing Sales through Envelope Enclosures." 
by Flint McNaughton. 

^System: "In the Day's Mail." 



INTENSIVE SELLING 



47 



This is one of the best possible attention-get- 
ters and interest-arousers. It is a natural law 
that the impression made is increased in pro- 
portion to the number of senses favorably ap- 
pealed to. As an instance, a ground sample 
of grain is sent with a letter on grinders, ap- 
pealing to the sense of sight and touch. The 
letter in which we first used these samples 
brought us more orders and new dealers than 
any plan previously tried out." 1 

A financial house, sending out form 
letters to lists of prospects whose names 
were recommended as possible buyers of 
stock by stockholders of the company, 
found it advantageous to mention the 
name of the individual who had sug- 
gested the prospect's name in making a 
point of contact. Since the letters were 
reproduced on a letter duplicating ma- 
chine, and not individually typewritten, 
it was not found convenient to insert 
the name of the individual in the letter 
at the time of filling in. The filled in 
name often failed to register properly 
and there was often a variation in rib- 
bon match that was negative. 

In order to take advantage of the name 

^Printers' Ink: "Good Enclosures in Form Letters," by 
H. I. Wildenberg. 



Make appeal real 
by enclosing 
sample of 
advertised goods 



How a bond house 
registered a 
valuable personal 
effect through an 
enclosure with 
a letter 



IF YOU USE ANY KIND 
OF SHIPPING CASES, LET 

us figure with you. 

IF YOU DO NOT. PLEASE 
TELL US ON THIS CARD 
AND WE WILL NOT TAKE 
ANY MORE OF YOUR 
TIME 



When advertisers send out stamped return envelopes or postal cards it is 
best to have a slip printed and attach with a clip to the return mediums 
requesting reply whether interested or not. In this way the list is reduced 
and definite information secured. One firm, using such a slip on return 
envelopes, secured about nine times as many envelopes back, and a larger 
percentage of favorable replies was received. 



48 



INTENSIVE SELLING 



A test showing 
effectiveness of 
booklets as 
enclosures with 
letters 



Fewer enclosures 
used better 
chances of results 



of the friend who suggested the pros- 
pect's name, a slip was provided, about 
one by three inches in size, and tipped 
on the margin of the letter. The slip 
bore the following wording: "This let- 
ter, outlining a safe and especially at- 
tractive investment, with five years 
allowed for payment of stock, is sent 

you at the suggestion of 

(name of individual who suggested pros- 
pect's name typewritten in). This slip 
was of a contrasting color to the letter- 
head and immediately attracted the eye 
of the recipient. 

The experiences of many advertisers 
indicate that the booklet is especially 
effective, when used as an enclosure in 
connection with letters. In one reported 
test a letter enclosing a booklet pulled 7% 
better returns than a letter alone. This 
test is described as follows : 

"In one case a concern sent out 4,000 letters 
in four test lots of 1,000 each. All details of 
the tests were similar except the enclosures. 
A return postcard went with each letter. With 
the first thousand letters a booklet was en- 
closed. In the second lot of letters a folded 
circular was the enclosure. Several leaflets 
were enclosed in the third lot. No enclosure 
went with the fourth letter except the return 
postcard. Results reported : The booklet let- 
ter pulled 15%, the letter with the circulars 
13%, the letters with the several leaflets about 
12% and the letters with no enclosure other 
than the return postcard pulled 8%. These 
results compare with similar tests." 1 

This, and other similar demonstrations 
prove the value of strong, well-prepared 
booklets as enclosures, and indicate that 
the' fewer enclosures used in a letter, the 

1 Schulze: "Making Letters Pay System." 



INTENSIVE SELLING 



49 



more attention the enclosure portion of 
the mailing receives. 

Probably the reason for this is that a 
booklet is usually more impressive and 
has less of the negative qualities of an 
advertisement than a folded circular. Its 
bound form makes it compact, easy to 
read, to handle and file away. Its suc- 
cession of pages can be made to lead 
the prospect on with increasing interest 
for further information and to deliver 
the selling facts of the proposition before 
he gets to the price factor in the back of 
the book. In the folded circular, the 
whole story is necessarily laid before the 
reader's eye, and much of the interest- 
winning copy is skipped through curios- 
ity to see the price of the advertised 
product. The booklet is adapted to car- 
rying either a short message, in large 
type on eight pages, or carrying many 
pages of information in type and illus- 
trations. 

In the case of the letter sent alone, it 
seems that there is often not enough 
space in the letter to arouse interest in 
the proposition. When the attempt is 
made to give necessary details of a prop- 
osition in a letter the letter becomes so 
long as to discourage reading. 

While tests can be referred to as 
guides, it must be remembered that each 
selling proposition has its own peculiar 
features; and results that apply to the 
selling conditions of one firm may not 
apply to those of another concern. 
Every advertiser should carefully test 
out enclosures of different types in con- 
nection with letters, just as letters are 



Why booklets pull 
better than folded 
enclosures 



Letters alone 
must be too long 



Every sales 
problem demands 
its own test 



50 



INTENSIVE SELLING 



One enclosure 
usually best — 
many poor policy 



"Stuffing" of 
envelope should 
be avoided 



tested out against one another to ascer- 
tain relative selling values. 

It is frequently found that five or six 
enclosures are inserted, with the letter, 
in a single envelope — the idea being evi- 
dently, if there be any idea behind the 
•'stuffing" of an envelope — that the ad- 
vertising value of enclosures is small and 
six enclosures in one envelope will stand 
a six to one chance of scoring a sales 
thought. Quite the reverse; a number 
of enclosures in a single envelope con- 
fuse the reader. He sees at once that 
the envelope contains a promiscuous ad- 
vertisement and a large percent of the 
enclosures go directly into discard — un- 
less they be exceptional in character. 
And where exceptionally attractive en- 
closures are distributed it will seldom 
occur that more than one is placed in 
each envelope. 

This "stuffing" of envelopes has done 
much to cast the real selling value of 
enclosures in bad repute. 

"One enclosure to a letter is enough. Peo- 
ple often say that the enclosure detracts from 
tihe letter itself. I believe this may be so if 
there are too many, but one neat, compact 
capsule of selling microbes will aid your let- 
ters." 1 

"The temptation to crowd the envelope full 
of miscellany is ever present. In our eager- 
ness to persuade the prospect we credit him 
with too much indulgence for our proposition 
and for our presentation of it If we were 
to lay down a hard and fast rule with respect 
to enclosures in form letters it would be: 
'Enclose only the bare necessaries; rather too 
few papers than too many.'" 2 

Vames Wallin, Address at Buffalo Ad Club. 

2 Judicious Advertising: "Uncle Sam: — Assistant Sales 
Manager," by Tim Thrift. 



INTENSIVE SELLING 



51 



In all direct advertising the greatest 
care should be given to details : the view- 
point of the other man should always 
be kept in mind. One of the secrets of 
success in the use of letter enclosures 
is the placing of the enclosure in the 
envelope in such a manner as to arouse 
the greatest curiosity and attention on the 
part of the reader. 

The enclosure should be placed inside 
the folded letter, and the letter should be 
folded, blank side out. When the envel- 
ope is opened and the letter is taken out 
the blank side of the letter will be seen 
first. It will be necessary for the recip- 
ient to open the letter to see who it is 
from and what it is about. This gives the 
impression of the personal appeal to the 
letter, whether it is a specially written 
letter or a form letter. The enclosure 
would not be seen until the letter was 
opened. Were the enclosure not hidden 
within the folded letter, the recipient 
would see the enclosure first and he 



Proper manner 
for placing 
enclosures in 
envelopes 



Letter should be 
seen first — then 
enclosure — then 
the "come-back" 
device 





m. 




«■■«•"■»■ «"•« 




""Z.V " 




SUaataa, Salsa Xer. 




S"ifsp^*H/*" 




1^5" JTiS/Se °5S."LH4* i 




!Si%S! •' 




»>x .'. m^ 




»/e/is 



This note from the President to 
the Sales Manager, is reproduced by 
the Sales Manager and distributed 
with a letter to a list of old cus- 
tomers. This plan is used fre- 
Suently to reach such lists from a 
ifferent angle and when well handled 
results are invariably satisfactory. 



52 



INTENSIVE SELLING 



One thing at a 
time to engage 
prospect's 
attention 



Evidence 
enclosures are 
seen by the 
interested 
individual 



77% business 
men look over 
mail personally 



would get the impression of the appeal be- 
ing an advertisement. 

When the recipient's mind is centered 
on the letter, he glances through that 
first: then he finds further details as to 
the proposition in the enclosure; and 
finally, placed inside of this, he finds the 
return postcard or order blank. The se- 
quence of the items in the mailing are 
such that the prospect is led on by nat- 
ural stages to the point of acting, and the 
results are better. 

It is regarded as certain that a large 
percent of enclosures accompanying let- 
ters — even when addressed to large firms 
— reach the desks and are given attention 
by the individuals whom it is desired to 
influence. Careful tests indicate that the 
present tendency is to have all incoming 
mail received at a mailing desk. Of the 
representative firms, large and small, who 
form the basis of one investigation, 43% 
are found to receive mail through a mail- 
ing department: 57% do not. At these 
desks, in eighty-one cases out of a hun- 
dred mail was opened before being dis- 
tributed. In 95% of the cases it was 
sent to the proper department. When 
enclosures were sent with form letters 
90% attached them to the form letter, 
which was then forwarded to the indi- 
vidual who should receive it. It was 
estimated that 97% of the firms looked 
at the advertising mail to see what was 
offered. About 77% of the individuals 
who were in position to pass on the adver- 
tised propositions looked over their mail 
personally. 



INTENSIVE SELLING 



5$ 



As a visible reminder to enclose liter- 
ature with letters small gummed slips 
are often employed, on which the word 
"Enclosure" appears. The stenographer 
finds the placing of this slip on the letter 
a helpful reminder, as well as does the 
individual who signs the letter. Fre- 
quently the number of enclosures to be 
enclosed is noted on the slip. The recipi- 
ent of the letter is impressed by this 
little token of convenience. 

Frequently such slips are used to give 
especial impressiveness to enclosures. A 
strong personal effect is produced when 
the "enclosure" slips are used to attach 
the enclosure to the letter. On a test, 
an advertiser received over twice as 
many replies from letters to which en- 
closed leaflets were carefully tipped by 
an enclosure sticker to the letter, as was 
produced from the same letter when the 
enclosures were placed in the envelopes 
loose. 

It is frequently a problem with many 
manufacturers as to how to place their 
proposition before purchasing agents in 
a brief way and yet provide all the facts 
in a conspicuous and effective manner. 
How one manufacturer solves this prob- 
lem in a satisfactory way is described in 
this excerpt: 

"A considerable amount of data necessarily 
accompanies the short sales letters of one 
manufacturing concern. This they supply on a 
second sheet that is enclosed with the letter. 

"To make sure of getting attention for this 
sheet, they have made it about a quarter of an 
inch longer and wider than the other. The 
letterhead has a two-inch border of orange, 



Method for 
insuring against 
neglect to insert 
enclosures 
with letters 



Attaching 
enclosures adds 
impressiveness 



Making data 
accompanying 
letter especially 
conspicuous 



54 INTENSIVE SELLING 



the enclosure a three-inch border of slightly 
darker shade. When the letters are opened, 
pinned together and placed on the purchasing 
agent's desk, he can not miss the prominently 
overlapping under sheet." 1 
l System: "Wrong Methods Made Right." 



PART FOUR 

SALES INFLUENCING POSSIBILITIES OF 
INSERTS IN PACKAGES 



Inserts advertising products, throwing 
sidelights on the policy of the house or 
carrying information likely to be of value 
to customers or dealers is given direct 
and wide circulation in cartons, packages 
or boxes carrying goods. An enormous 
distribution of sales-influencing litera- 
ture may be secured in this way. 

"There is a place for an insert in practically 
every package. They can be put inside the 
package, or inside the wrapper, and they can 
be attached to the can or the package on the 
outside. The commodity does not have to be 
in a package. Several piano houses put book- 
lets in their pianos when they go out, attaching 
them to one of the little knobs over the key- 
board." 1 

The conditions peculiar to different 
lines of business vary so greatly that no 
accurate estimate can be made as to the 
value of package enclosures, but there is 
ample evidence to show that, in most 
lines of business, where proper thought 
and attention is given to the subject, 
advertising through enclosures with good 
package inserts is profitable. 

Advertising through package inserts, 
for the manufacturer and the whole- 
saler, can be divided into two classifica- 
tions: 

*A. H. Billstein: Address — "Direct Advertising for the 
Jobber," at A. A. C. of W. at Chicago. 



Valuable publicity 
through inserts 
in packages 



Two objectives 
for package 
enclosures 



56 



INTENSIVE SELLING 



Package inserts 
seen when 
package is 
opened 



Opportunity for 
creation of new 
business 



1 : Inslips placed in or with cartons or pack- 
ages or attached to the goods designed 
for the consumer. 

2 : Inslips in packed boxes designed for the 
retailer. 

Where goods are sold in volume, 
through local dealers such as drug stores 
or grocers or in packages to the con- 
sumer, there is a possibility for valuable 
general publicity through enclosures or 
package inserts. 

It is not to be questioned that package 
enclosures get attention from a large 
per cent of consumers reached. It may 
be assumed that the consumer is favor- 
ably minded since she has bought the 
packaged product put out by the house. 
The package is opened in the customer's 
home — usually at an opportune time. At 
this opportune time, as the customer 
opens the package, the insert has its audi- 
ence. 

The best results in package insert ad- 
vertising are probably secured from ad- 
vertising an allied product to that which 
the literature accompanies. It is rea- 
sonable to assume that a man who buys 
a special brand of India ink, which 
gives satisfaction, would be favorably 
inclined towards art materials sold by 
the house. Through package enclosures 
this suggestion may be presented at a 
psychological time and the way be paved 
for an inquiry or a request for the goods 
from a local dealer. 

Manufacturers of tooth paste wrap 
inserts around the tubes, calling attention 
to other dental preparations manufac- 



INTENSIVE SELLING 



57 



tured by the house. Frequently a return Methods used in 
postcard is included among the inserts, placmgmsert 
with a suggestion that names and ad- m P acka S e 
dresses of friends who might be inter- 
ested in receiving samples of the product 
be written in the spaces provided and 
sent to the advertiser. 

Careful attention should be given to 
the character of distribution of products, 
and wherever practical, carefully de- 
signed enclosures, hooked to some sales 
idea, should be inserted with the goods 
or attached in some way to the goods. 
This literature, reaching interested peo- 
ple, is a source of general advertising 
value, and, if a suitable "come-back" 
scheme is arranged, produces business 
direct. 

There are numerous examples of re- Examples of what 

markable results achieved through pack- package inserts 

age inserts. Products have been mar- have accomplished 
keted entirely through the influence of 



p.—— I-.— 




_, _ 






F «*T *— 






S . 













Typical package inserts. Cartons and containers going to consumers afford 
a valuable channel for distribution for sales literature. Various appeals can 
be made in such literature, as outlined on other pages. 



58 



INTENSIVE SELLING 



enclosures, stocks of goods have been 
moved at low cost, sales stimulated on 
lagging lines. 

"... a small wholesaler in Pennsylvania 
was induced to put out a package coffee some 
years ago. There was nothing fancy about the 
package — only a plain folding box — but in the 
course of five years or so his sales increased 
from 100,000 to 600,000 packages a year. 

New products put "Now this wholesaler had a grade of rice 

out as package which he wanted to market in packages, but 

enclosure the dealers would have none of it. Bulk rice 

was good enough for them, and the profit was 
a little better according to their methods of 
figuring profits. The rice did not move until 
the wholesaler bethought himself of the 600,- 
000 package circulation of his coffee. At the 
cost of about twenty cents a thousand, he af- 
fixed to his coffee package some bright col- 
ored stickers advertising the rice. A few 
dealers kicked, and some threatened to throw 
out the coffee; but since the brand was pretty 
well established in the territory, there was not 
much danger of that. The sales of the rice 
increased fifty per cent in a single month, and 
the recalcitrant dealers gradually fell into line. 
Today the wholesaler has a whole flock of 
package goods under his private brand, and is 
thoroughly converted to the package idea." 1 

"... A manufacturer of heel plates sold a 
large order to a big mail order house. The 
heel plates were put up in small packages, with 
some attractive advertising on the packages. 
The heel plates were apparently broadly dis- 
tributed in their original packages by the mail 
order house, and now the manufacturer is get- 
ting direct orders for small lots from many 
different parts of the country. They come 
from retailers, and jobbers, too; evidently, 
after getting the first lot from the mail order 
house the purchaser has gone to the local 
dealer. Result — mail order dealer has created 
trade for local merchant." 2 
^Printers' Ink: "The Little Schoolmaster's Classroom." 
"-Printers' Ink: "The Little Schoolmaster's Classroom." 



INTENSIVE SELLING 




i« S IJ v I ini P ortant requirements of the advertising and sales manager. 

Lr.t.fri k° co " s " mer Prospects from dealers in order that dealer aid 

literature may be sent direct to the consumer with the suggestion made that 

vnirTnTfh Ca " *J 8*J*V M St0r - e - The ^productionf on this page a?e 
results carefully-thought-out forms that are getting advertisers best 



60 



INTENSIVE SELLING 



Winning jobbers 
through post- 
cards distributed 
in dealer 
shipments 



Securing names 
of dealers' 
wholesalers 



Details of plan 



A manufacturer of toilet articles 
secured active jobber cooperation in a 
field generally regarded as difficult, 
through the use of return postcards with 
goods sent to dealers. 

"Let us suppose that we are manufacturers 
of toilet requisites, that we are following the 
usual trade channels of distribution to the 
dealer, through the jobber, and that we wish 
to secure inquiries for prices or possibly for 
samples. 

"Select the specialty in the line which has 
achieved the largest sale and enclose with 
each unit — half dozen, dozen or gross pack- 
ages — a postcard. This card can be made to 
show the dealer the extent of the line or it 
can illustrate and describe a few specialties, or 
it can be used to secure requests for catalogs 
and prices. In fact there are any number of 
purposes to which a card like this can be put. 

"The main essential is to secure frem the 
dealer his wholesaler's name so that the inquiry 
can be properly referred to and the jobber's 
help enlisted in securing the business. Re- 
tailer's names thus secured are of much value 
to the manufacturer because they show him 
where his goods are going, and can be entered 
for future mailings of literature. 

"When the card is received from the dealer, 
catalog and information are promptly for- 
warded and record made. 

"To the jobber a letter similar to the follow- 
ing is mailed: 

" 'It has given us much pleasure to forward 
to one of your customers our complete catalog. 

'"We believe these people are buying Flor- 
ence "Keepclean" Hair Brushes from you and 
we want them to see for thmselves the extent 
and full variety of the "Keepclean" line. 

"'In our letter we have explained that we 
expect all business to come through whole- 
saler, and we sincerely trust that you will 
arrange to take care of their wants promptly. 



INTENSIVE SELLING 



61 



" 'In sending this catalog we are actuated 
only by a desire to help you sell our brushes, 
and from time to time, if there are any other 
people to whom you would like to have us send 
this book, we shall be glad to have you send 
us their names. 

" 'Yours cooperatively, 
Florence Manufacturing Co/ 

"These inquiries, reaching the jobber in 
quantities, after the plan has been in operation 
for some time, furnish him practical demon- 
stration that the manufacturer is trying to 
caoperate for mutual profit.'" 1 

Manufacturers have repeatedly hooked 
their direct-by-mail retailer campaigns up 
to the jobber through some cooperative 
phase of the demand-creating campaign. 

"A manufacturer of egg-cases faced., a hard 
problem. His egg-cases embodied a patented 
idea which had practical merit. The grocer 
could deliver his customer's eggs in this case 
unbroken at less cost in the long run than he 
could by using the cardboard type of egg con- 
tainers. While the first cost of the proposition 
was higher than the grocer had been con- 
sidering, the ultimate saving figured favorably. 

"A campaign was prepared in which the 
egg delivery problem of the grocer was ana- 
lyzed and reduced to a graphic dollars and 
cents form. Five folders were built, present- 
ing the proposition to the grocer and soliciting 
investigation. Return postcards were enclosed 
in which a provisional order was printed, to be 

^Printers Ink: "Prophylactic's Way of Winning Jobber 
Co-operation," by Lewis E. Kingman. 



Another jobber- 
winning method 



£ 




Making use of cards or coupons offering prospects special invitations or 
opportunities is an effective plan of advertising. Retailers issue Introductory 
Coupons to customers to give to friends, and these serve to bring new custom- 
ers into the store. Such coupons frequently offer the new customer the privi- 
lege of opening charge accounts. 



62 



INTENSIVE SELLING 



Method of 
getting in touch 
with jobber 



Five kinds of 

package 

enclosures 



filled in and signed. Below this a space was 
left for the name and address of the grocer's 
jobber to be filled in. 

"Along with the operation of this direct 
grocer campaign, a supplementary campaign 
was directed at jobbers, seeking to win their 
hearty cooperation in pushing the proposition 
among the grocers. Folders, as issued, were 
sent to jobbers, with letters explaining the plan 
and asking for cooperation. 

"Lists of the jobber's salesmen were sought 
in order that folders and letters, as issued, 
together with letters describing the campaign, 
might be sent to them at their homes. Where 
such lists could not be secured, a sufficient 
quantity of folders was sent to the jobber's 
sales manager for distribution to the salesman. 
In this way a double campaign was waged 
and jobbers were influenced by the adver- 
tising and through inquiries to push the egg- 
cases." 1 

Package inserts can be divided into 
five general classifications of application. 
These classifications overlap each other, 
and other classifications can undoubtedly 
be found. But five general applications 
of enclosures in connection with pack- 
ages, present themselves as practical. 

1 : Enclosures designed to secure re-orders 
or induce to buy goods. 

2: To give directions or specific informa- 
tion in regard to goods. 

3: To inspire confidence, gain prestige or 
develop good will. 

4: To extend patronage by securing new 
customers for goods. 

5 : To build up a mailing list. 

The quickest results may be looked for 
in package enclosures which solicit reor- 
ders. 

Many of the most effective schemes 

\Selling Aid: No. 1. 



INTENSIVE SELLING 



63 



that have been operated, have as their 
basis the premium coupon. Vast busi- 
nesses have been built on the strength 
of premiums. 

The simplest coupon is a small slip 
inserted in the package with the goods. 
An example of this type of premium is 
found in the well-known coupons issued 
by the United Cigar Stores. 

Sometimes the coupon is in the form 
of a check, to be countersigned and cash- 
able as a check. An advantage in hav- 
ing the coupon take this form is that it 
resembles money — something that always 
creates interest at sight. 

"A baker encloses with each loaf of ten-cent 
bread a certificate. Ten of these, with fifty 
cents in cash, are accepted by a local bank as 
the equivalent of one dollar for the opening of 
an account. This baker's loaves are in good 
demand." 1 

Many advertisers place their coupons 
on the labels or wrappers of the goods. 
There is advantage in this in the display 
in the store: on the other hand, the en- 
closure that is placed in the package is 
more effective after the package is taken 
into the home and opened. The latter 
is more apt to be retained and acted on. 

Where the label is used as the place 
for the coupon, it is good practice to use 
a package enclosure on the inside also: 
in this way neither opportunity is neg- 
lected. 

Coupons are frequently attached to 
premium lists, and this becomes the 
package enclosure. There is practical 
advantage in this, since the list of pre- 

^System: "In the Day's Work." 



Coupons and 
premiums 
effective sales- 
builders 



How coupons are 
used — features 
that influence 



Coupons attached 
to premium lists 



64 



INTENSIVE SELLING 



Order blanks and 
return postcards 
effective package 
inserts 



A scheme used 
by printers 



miums pictured and described on the en- 
closure shows the consumer just what is 
offered : the coupons attached can be cut 
off or the entire list, with the coupon 
attached, returned. Some advertisers 
treat the list as a coupon. 

In place of coupons, souvenirs are 
often used — pictures of actors and act- 
resses, pugilists, movie stars, flags, birds, 
score cards. 

The order blank — especially an order 
blank in the shape of a return postcard- 
is used as a package insert to some ex- 
tent. This device is practical where the 
product is fairly expensive and where 
the goods cannot readily be secured 
locally. 

Printers make use of an enclosure idea 
in securing reorders and in conveniencing 
customers. An attractive label is pre- 
pared and attached to one small package 
of every order of printing delivered. A 
typical card, illustrating this plan, reads: 
"Open this package last ! It contains ' 
(space for memo as to contents). To 
avoid delays, please sign the enclosed 
card and mail it at once." 

Inside this package is enclosed a 
stamped return postcard addressed to the 
printer. The reverse of the card reads: 

"Duplicate order. Date 191. .. 

Please duplicate order No for 

Remarks 

Signed " This assists 

in making it easy for the customer to 
file a repeat order for the printing. 

Another type of enclosure is the in- 



INTENSIVE SELLING 



65 



quiry postcard, through which inquiries, Postcards for 

with request for information, can be bringing back 

secured from the customer. Such cards, m °. mnes 
sent in, furnish leads for salesmen, 

"... this house sends out its Paine's 
Satin Finish for furniture in a little tin box, 
enclosed in a larger paper box. The article 
is sold by hardware stores, sporting goods 
houses, furniture dealers, etc. The dealers are 
reached by sampling, and the interesting thing 
about the insert is that it is addressed to so 
many different kinds of dealers and customers, Method found 
all classified, and at the same time, made to do successful by one 
duty as an introduction of the sample. Here manufacturer 
is the way it approaches the dealer : 'Gentle- 
men: We wish to call your attention to the 
fact that we have at this moment read your 
enclosed ad. We wish to ask you to take the 
same time in reading ours, as we feel that 
you will be as much interested as ourselves, 
etc/ 




A commonly used type of enclosure is the familiar coupon or* premium 
slip. Such coupons have money value to customers, and through them in- 
creased demand and favor over competitors has been established by many 
advertisers. The United Cigar Stores is an example of a firm which has 
successfully worked the premium coupon idea. 



66 



INTENSIVE SELLING 



Logical place for 
instructions 



Receipt books 
as enclosures 
with foodstuffs 



"When this box is used in sampling by the 
dealer this part of the literature is checked up, 
and the dealer's ad, which had been cut out 
of the local paper, is wrapped up with it and 
enclosed in the package. They say of the plan : 
'We think we are the first to adopt this unique 
plan. We can honestly say that no form of 
advertising has given us the same results. At 
least 40 per cent of our mail orders and in- 
quiries are from this source.' M1 

The logical place for instructions as to 
how to operate a machine or how to cook 
a cereal or how to properly adjust an 
article is in the package with the article 
or attached to the goods, so that when 
the consumer opens up the package and 
takes out the goods, full information, 
directions and instruction will be con- 
veniently at hand. 

This information is often conveyed in 
connection with foodstuffs in the form 
of receipt books. There are great pos- 
sibilities in good, practical receipt books 
for increasing demand for foodstuffs, 
and many manufacturers are taking ad- 
vantage of this condition. 

"Just the other day we got from the printers 
a booklet called '61 Uses for Salt.' These it 
is our purpose to put out in all packages for 
awhile. The idea is that a wide distribution 
of this booklet will influence quite a number 
of people to use salt in other ways than to 
season food, thus actually increasing the con- 
sumption of salt." 

In referring to a cook book issued by 
his company the advertising manager of 
a baking powder concern says : 

"... We consider this the best piece of 
advertising we distribute, because it is some- 

iPrinters' Ink: "What the Insert in the Package can do 
for the Advertiser," by Chas W. Hurd. 



INTENSIVE SELLING 



67 



Using the 
package insert 
to call attention 
to other products 



thing a woman reads and refers to frequently Cookbook 
and keeps on file, year after year, with her regarded as 
other books on cooking and baking. It is illus- one firm's best 
trated with colortype plates showing various piece of 
cakes, biscuits and other products which have advertising 
been made with Calumet Baking Powder. The 
books are not given free to the customer, but 
are sent upon receipt of a slip taken from a 
pound can, together with four cents in stamps. 
The books are also used by the house to house 
demonstrators, who give them to housewives 
who order goods at the time of demonstration. 

"It is worthy of notice that the book re- 
ferred to does not cost more than four cents 
exclusive of the labor incidental to mailing, 
so, in addition to being the company's best 
piece of advertising its first cost is practically 
received before it is sent." 1 

It seems to be the custom with most 
manufacturers to seek through enclo- 
sures, to interest the consumer in other 
products made by the company than the 
one bought. It is assumed that the con- 
sumer is "sold" on the product bought 
when she buys it, and that the greatest 
value in the package inslip is to seek to 
promote interest in other products. 

This idea is contrary to the judgment 
of some advertisers who seek to concen- 
trate attention entirely on the goods 
bought. 

"Since we make but one article we tell the Making the 
public about the one, and from our experience package 
we do not believe it is practical or sensible enclosure an 
to divert a person's mind into any other chan- educational 
nel or any other article. We believe that ever- medium 
lastingly hammering on one nail brings results. 
Our 'Dictionary' shows the consumer how to 
use this oil, and its many uses make it more 
quickly consumed and re-orders follow. 

"The trouble with the majority of consumers, 
they do not think. If they happen to buy an oil 

^Printers' Ink: "Making the Catalog Pay— III." 



68 



INTENSIVE SELLING 



Package inserts 
used as means of 
developing 
prestige and 
good will for 
advertiser 



for bicycles they buy Three-in-One' Oil, and 
they would not think of using it for anything 
else. We tell them how to use oil, hence our 
business has been brought to its present vol- 
ume by educating the consumer." 1 

One manufacturer of biscuits encloses 
in every package of its biscuits a sample 
of another kind of biscuit. The sample 
is enclosed in a waxed container on 
which suitable explanatory printed mat- 
ter appears. The manufacturer of these 
biscuits is evidently of a different opin- 
ion from the manufacturer of the 
"Three-in-One" Oil, quoted before, as 
he carries the distracting element about 
as far as he can carry it. 

Enclosures in packages provide a val- 
uable distribution for general, prestige- 
building literature. A large per cent of 
the package inslips used today are of this 
type. Their value in producing direct 
returns is small, but indirectly they un- 
doubtedly influence consumers and pro- 
mote confidence in the advertised goods. 

A firm of cigar manufacturers make 
use of this type of package insert in 
their reassuring message that greets the 
eye of the consumer when the lid of the 
box is opened. The insert reads : "Our 
Guarantee! If the cigars contained in 
this box do not suit your taste or you do 
not think they are the best cigars you 
can get for the money, we want them 
back. If necessary we will send to your 
place of business or residence for them. 
United Cigar Stores Company, Inc." 

A confectionery manufacturer in New 

^Printers' Ink: "What the Insert in the Package can do 
for the Advertiser." by Chas. W. Hurd. 



INTENSIVE SELLING 



York seeks to build up prestige and 
incite reorders by enclosing in packages 
of his candies a handsome slip on which 
the following message is set forth : "Our 
fondest desire is that you will be pleased, 
both with the assortment and with the 
distinctive quality of the confection in 
this package; that your thoughts will be 
such as to lead you to purchase these 
dainties again and thereby seal an ever- 
lasting friendship between us." 

"If you buy a pound of candy at Loft's, the 
house of 'a-penny-a-pound-profit,' you will re- 
ceive from the clerk a cash slip in the shape 
of a postcard, 3f£ by 2%. inches, imprinted like 
this: 'H (6)— 34— 0201 Jul 6 16. This is your 
receipt. If for any reason this transaction is 
unsatisfactory, kindly state your complaints 
below and mail to us. (Space for complaints.) 
Please sign your name and address.' 

"On the other side of the card is the usual 
postcard form, addressed to Loft, 400 Broome 
Street, New York City. In the stamp space 
appears the following : 'Attach two-cent stamp. 
Loft refunds postage.' ... It is difficult to 
imagine how any concern could go further to 
register the registering of complaints without 
cost and with the minimum of trouble to the 
consumer, or to prompt customer-confidence." 1 

The publisher of a business book 
offered a five-day examination proposi- 

*Printers' Ink: "Cash Slips to get Complaints." 



Examples of good 
will building 
enclosures — using 
the guarantee as 
a talking point 




Examples of "good will" developing enlosures. These enclosures in pack- 
ages impress the customer with the policy of the firm to give satisfaction 
and make good any complaints the customer may have to make. 



70 



INTENSIVE SELLING 



Securing pros- 
pects through 
satisfied cus- 
tomers — effective 
package insert 
schemes 



Suggestion made 
to recommend 
goods to friends 



tion to those who signed and returned a 
postcard. When the book was delivered 
an enclosure was placed under the pack- 
ing. One side of the enclosure read : 

"If you have friends who you think 
would like to own a copy of this book, 
fill in their names and mailing addresses 
on the other side and mail this sheet to 
us with your remittance. We will extend 
to them by mail the courtesy of the same 
approval offer we have made you. They 
will no doubt appreciate the opportunity 
to procure this useful volume on the 
approval plan at this low price. Your 
name will not be mentioned in any way 
unless you so request." 

This is an example of a package inslip 
designed to extend patronage by procur- 
ing new prospects to circularize. This is 
an effective way to procure new busi- 
ness for many lines of goods such as 
toilet goods, books and many specialties 
sold direct. 

There are two possibilities open to the 
advertiser in this class of appeal: new 
names can be asked for or the request 
made to recommend the goods to 
friends. The plan of asking for new 
names to appeal to direct promises spe- 
cific results, whereas the benefit from 
the suggestion to pass the good thing 
along is vague and direct results can 
seldom be traced. 

In the sale of higher priced products, 
where the sale must be made through 
a follow-up and correspondence and per- 
sonal efforts, enclosures are framed to 
procure names of people who are logi- 



INTENSIVE SELLING 



71 



cal prospects for the products, and these 
names can be placed on the mailing list 
for the usual follow-up. This method 
of creating business through enclosures 
is used to advantage by many firms. The 
utility of this plan depends upon the 
product and the conditions under which 
it is sold. 

The Postmaster General has ruled that 
shippers may enclose printed matter in 
parcel post packages, provided the liter- 
ature is descriptive of the contents. This 
means that packages containing descrip- 
tive circulars will not be subject to third 
class rates but will be listed as parcel 
post or fourth class matter. 

The manufacturer who sells to the 
dealer has an opportunity for influencing 
the retailer through literature placed in 
boxes containing consumer cartons or 
goods. Since it is- frequently the case 
that a minor employe opens the boxes 
and presumably throws the literature 
aside and it does not reach the attention 
of the dealer or any one of buying influ- 
ence, it is probable that package inslip 
advertising has slight sales value in this 
channel. However, the cost of this form 
of advertising is small and the possible 
value as general publicity frequently 
makes it a worth-while investment. 
Where there is an appeal to be directed 
to the dealer's shipping department, in- 
structions as to the handling of the goods 
or packing, enclosures in boxes are ex- 
tremely valuable. 

Enclosures serve as a means of influ- 
encing retailer's clerks in favor of the 



When inserts 
can be enclosed 
in parcel post 
packages 



Influencing 
dealers through 
package inserts 



72 



INTENSIVE SELLING 



advertiser's products. A typical example 
of this method is illustrated by the fol- 
lowing : 

Plan for reaching "Another effective little stunt used by the 

and winning company consists of reaching the retail clerks 

dealer's clerks in the stores where De Vilbiss goods are sold, 

through package Four-page leaflets are enclosed with all goods 

enclosures shipped from the factory — no advertising is 

sent to those distributed by jobbers — the mat- 
ter which they contain being written with the 
idea of stimulating the salesman to handle the 
goods. The talks are along practical selling 
lines and the De Vilbiss message is brought in 
incidentally. The popularity of these little 
talks is shown by the requests for additional 
copies, which often come in from customers 
who have referred, in complimentary language, 
to the stimulating effect of the suggestions." 1 . 

Printers' Ink: "Some Clinchers of Interest in recent Dealer 
Literature," by C. D. Crain, Jr. 



PART FIVE 

INTENSIVE ENCLOSURE PLANS FOR SUP- 
PLEMENTING HOUSE ORGAN 
ADVERTISING 



The periodical circulation of house 
organs permits of a valuable distribution 
for "come-back" and other enclosures 
throughout a carefully selected mailing 
list of logical prospects for the adver- 
tiser's services or products. By working 
out attractive "come-back" devices to 
supplement house organ mailings adver- 
tisers stimulate direct orders and ma- 
terially benefit the producing value of 
the medium. 

Enclosures distributed in house organs 
can be made to advertise special products 
or services or state the policy of the 
house. Reference can be made to special 
prices, particular offers, demonstrations, 
or refer to advertising matter or dealer 
helps. Frequently the subject covered in 
house-organ distributed enclosures is also 
referred to in the house organ: the en- 
closures in these cases are unusually 
effective. 

Enclosure ideas can be hooked up to 
the house organ advertising to splendid 
advantage — they can be used to get in- 
creased direct returns from house organ 
publicity — to make a direct point of con- 
tact with individuals on the list. Fre- 
quently it is possible, through enclosures 
and the house organ, to save money in 



House organs 
afford valuable 
distribution for 
increased sales 
through 
enclosures 



What house organ 
enclosures can 
feature 



74 



INTENSIVE SELLING 



Return postcard 
practical medium 
for house organ 
circulation 



"Comeback" 
devices for 
bringing direct 
returns from 
house organs 



making special announcements, requests 
or notifications, such as a change in price 
or statement of policy or change in loca- 
tion. 

The most common type of enclosure 
used in connection with house organs is 
the return postcard. This can be applied 
in many ways in bringing back desired 
information or orders, or in furthering 
co-operation with dealers or consumers. 

Orders can be asked for on the return 
postcards — inquiries solicited. Through 
this method advertisers get in touch with 
buyers and prospective buyers — leads are 
secured for salesmen to follow up. A 
booklet or other inducement may be 
offered, and with the name secured for 
the mailing list, aggressive methods can 
be followed in selling the prospect. From 
the wording on the postcard the neces- 
sary facts about the prospect's require- 
ments or business may be learned. 

"Where the mission of house organs or sales 
bulletins to the trade is to solicit orders for 
goods or to request inquiries from prospects 
regarding services offered, returns can be 
stimulated by enclosing suitable 'come-back' 
devices — either as an attached portion of the 
medium or in the shape of detached enclosures. 

"The possibilities of enclosures for securing 
definite information or orders should be given 
the keenest study by every advertiser. An ef- 
fort should be made to devise 'come-back' de- 
vices that will attract the greatest possible at- 
tention, convey strong sales messages and carry 
wording which should have the best chance 
for attracting definite replies. 

"For the jobber and supply house which 
handles a large line of different articles and 
for the manufacturer who sells a variety of 
products the return postcard is an especially 
important feature of the appeal often deciding 
the success or failure of the mailing. 



INTENSIVE SELLING 



75 





*E33£&&£&a&&S* 



76 



INTENSIVE SELLING 



Properly worded 
return postcard 
stimulates orders 
by suggesting 
variety of items 
and making it 
easy to order 



75% inquiries 
have checks 
opposite more 
than one article 



"By listing a variety of articles on the order 
blank or return postcard, the goods are defi- 
nitely suggested to the recipient, and a good 
percent of the list will check one or more of 
the needed articles or request information on 
one or more propositions that appeal to them. 

"This plan of checking items is especially 
effective in appealing to retailers. It calls to 
their attention a number of articles and enables 
them to order goods needed conveniently. 

"The effectiveness of this method, which 
more than anything else, makes the house 
organ medium especially effective as a means 
of getting business provides the advertiser 
with a method of selling that invariably results 
in increasing volume of business from a large 
field and in decreasing cost of selling. 

"Aside from the direct mail orders received 
the cards of inquiry can, in many cases, be 
referred to salesmen as leads. This mission- 
ary work, accomplished at a low cost, saves 
the salesmen time and enables them to invest 
a larger portion of their time in making sales 
to interested inquirers. This means an in- 
creased volume of business at less cost for each 
interview and for each sale made." 1 

"It is essential to enclose a reply card or 
blank that needs only a check mark and signa- 
ture. Our own card mentions all articles which 
could possibly interest customers approached. 
It is two colors, and has a place alongside of 
each article for a check mark. Underneath 
each title, in small type, and in red ink is 
printed the usual retail price of that article. 
This card presents a means of bringing an 
entire line to the attention of a prospect, 
although the letter treats of but one article. 
Thus, with fully 75% of replies received, more 
than the one article which the letter concerns 
is checked off as being of interest." 2 

House organs are designed to interest 
and genuinely please their readers — to 

l Ideas: No. 20, by Flint McNaughton. 
'A. H. Billstein; Address: "Direct Advertising for the 
Jobber," at A. A. C. of W., Chicago. 



INTENSIVE SELLING 



77 



carry news and information that will be 
interesting to the list. To get a line on 
the type of matter readers desire to see 
published, and to bring back data which 
can be used in preparing editorial mat- 
ter, suggestively designed sheets or cards 
are used, appropriately headed, and ask- 



Getting news 
matter and 
interesting 
information for 
the house organ 
editor 




BUCKIE 


TALKS 


MAY, 191S 


1 


n. BkU< rrinten- toller Com mot 
mi Bicki. Priitcn' It* Compaar 



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THE ROGERS 

INKubator 

C32 




WSsm 


SHaiiS 


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IDEAS 




Many advertisers favor house organs of such size as will fit into corre- 
spondence envelopes because of the opportunity afforded for increased distribu- 
tion. Such house organs may be simple leaflets, arranged in miniature house 
organ style, or booklets of eight or more pages. The illustration reproduces 
house organs of this character. 



78 



INTENSIVE SELLING 



Examples of 
enclosures 
designed to 
bring back data 
for the house 
organ 



Correcting 
mailing lists 
through return 
postcards 



ing readers to use the blank space for 
noting any topics which the reader would 
like to see discussed in the house organ. 

One house organ issues a small sheet, 
headed 'Tress Bureau," followed by the 
name of the house organ, and at the 
bottom appears this: "Jot any interest- 
ing story data on this page and return 
it to the editor. Please identify all pic- 
tures on the backs to save confusion." 

The publisher of another house organ 
seeks ideas for improvement of editorial 
material by enclosing with his house or- 
gan an enclosure headed: "No flowers 
by request," and followed by : "Which is 
the weakest issue in "Hello," and why? 
If you will tell us we will try to improve 
it." A space is reserved for notes and 
the reader's name and address. 

An enclosure with another house or- 
gan is a "News Sheet," followed by: 
"Please send in your stories or notes of 
events in your territory, which might 
interest our agents. We can get no news 
from your territory unless you, yourself, 
send it in. Photographs of buildings, 
with installations or equipment and 
writeups for same, will prove most inter- 
esting and profitable to our readers." 

The editors of many house organs use 
return postcards as the means of correct- 
ing their lists and weeding out non-inter- 
ested names. One house organ demands 
that the names on its list show interest 
enough in their publication to express 
appreciation of it every six months. At 
six-month intervals they issue a return 
postcard requesting the reader to sign 



INTENSIVE SELLING 



79 



and return it if he is interested in con- 
tinuing to receive the publication. Such 
as do not return the card are eventually- 
dropped from the list. This plan is effec- 
tive when the house organ is exception- 
ally attractive and interestingly edited. 
It protects the advertiser from spending 
money for reaching people who are not 
sufficiently interested in the house organ 
to return the postcard. 

Many house organs are issued for edu- 
cational, interest-building purposes, un- 
der conditions that would not admit of 
such a test as that just recorded. To this 
type of proposition postcards may be sent 
asking whether the name and address, 
as filled in on the postcard, is correct. 
Information may also be asked, with 
spaces reserved for checking answers to 
questions. This method has frequently 
been found valuable in correcting the 
mailing list. 

A return postcard is sent out by one 
house organ editor, on one side of which 
is the wording: "We would like to see 
articles on the following topics appear in 
future issues." 

Return postcards are used in connec- 
tion with house organs with the printed 
request being that a specific booklet or 
the new catalog be sent the writer. 

A plan used by a financial house which 
seems to have been very satisfactory and 
practical is to send out a return postcard 
with an extension of an inch and a half 
at one end. On this extension the state- 
ment is made that, if interested, the sub- 
scriber will be continued on the house 



When plan is 
effective 



Special literature 
offered through 
postcard offer in 
house organ — 
plans to get news 



Making 
limited-time 
subscription offer 



80 



INTENSIVE SELLING 



Finding which 
house organ 
features interest 
readers most 



Offering pre- 
miums for names 
of prospects 



organ list for three months. Several 
leading questions are asked on the return 
postcard, with squares for the purpose of 
checking information. 

In order to determine the tastes of 
readers and the subjects most interesting 
to them, one house organ sends out a 
stamped return postcard listing the de- 
partments covered and asking readers 
to number them in the order of interest. 
On the reverse a list of advertised arti- 
cles appears with space reserved for 
checking any items of interest, so special 
literature regarding such items may be 
forwarded. 

An automobile manufacturer builds up 
his list of prospects through a return 
card enclosed in the house organ in 
which the offer of a trifling premium is 
made. Since the house organ list is made 
up of owners of that make of car it is 
assumed that the entire list is especially 
friendly to the company and willing to 
assist in furthering possible sales by per- 
mitting friends to be put in touch with 
the sales department. 

A manila postcard Sy 2 by Sj4 inches 
is perforated at one end in the dimen- 
sions of a return postcard. The sug- 
gestion is made on the other portion that 
the reader fill out on the postcard a list 
of five friends who are thinking of pur- 
chasing new cars. As an incentive to 
sending in the filled out return postcard 
a monogram key-ring is offered as a 
reward. 

It is common to enclose order blanks 
with house organs. They suggest a con- 



INTENSIVE SELLING 



81 



venient means for ordering. Return en- 
velopes are frequently enclosed with or- 
der blanks for the convenience of pros- 
pects. 

A manufacturer of boxes encloses a 
"Provisional Order Blank" in house or- 
gans going to prospective customers. 
This blank simply seeks specific informa- 
tion as the basis for an estimate. A 
higher percentage of returns was re- 
ceived from this house organ, which was 
editorially directed at customers, than 
from first-class letters, enclosing the 
same blank. 

With one house organ published by an 
advertising agency a leaflet was enclosed 
on which five questions were listed: 

1: Do you receive this house organ regu- 
larly? 

2 : Do you like to read it? 

3: Does its contents help you in matters 
relative to advertising or merchandising 
or both? 

4: Does it create a desire on your part to 
meet the men back of this organization ? 



Order blanks 
suggestive of 
direct orders or 
information 



READ AND PASS ALONG 

There is interest for every execu- 
tive, purchasing agent and shipping. 
clerk in these house organs. Fill 
in the names of the individuals in 
your firm who should see this issue, 
read and pass along. 

READ AND PASS* ALONG 



Mr. 



The character of many house 
organs is such as to genuinely in- 
terest several individuals in each 
establishment to which they are 
sent. Mindful of the fact that the 
more who read the house organ 
will bring the best results, slips are 
frequently printed and attached to 
the cover of the house organ. The 
slips suggest that the house organ 
be read and passed along, and it 
contains blanks in which names of 
individuals may be written by the 
one who receives it. Then when 
read, it can be checked and passed 
on to the next name on the list. 



82 



INTENSIVE SELLING 



Another method 
of getting 
information 
through house 
organ distribution 



Making 
house organs 
conspicuous 
and getting them 
passed along 



Dealer window 
trims promoted 
through 
house organs 



5 : Granted you can answer the above ques- 
tions in the affirmative, why haven't you 
invited us to call upon you or come to 
see us? 

6: How can this house organ be improved 
to induce you to take action on question 
five? 

A stamped envelope was enclosed for 
reply. 

A few of the more pretentious house 
organs, appealing to executives generally, 
and carrying information which should 
be especially valuable to them, seek to 
prolong the life and make each issue 
more valuable by enclosing sheets to be 
tipped on the cover, with spaces for 
names of several executives. The sug- 
gestion is made that each issue be read 
by each interested individual in the 
office ; that it be checked by each in turn 
and passed along. This is an advantage 
that tends to secure a larger percentage 
of reading. 

To give prominence to special sales 
information a jobber of steel issues a 
small slip and tips it on the cover of 
house organs. The stock is chosen to 
contrast conspicuously with the cover. 
This prominent slip conveys the impor- 
tant information to the list. 

House organs can be used to splendid 
advantage in inducing dealers to make 
effective use of their windows. Special 
displays can be offered and described. 
One candy manufacturer, who prepares 
special displays for dealers, issues a sup- 
plementary sheet in his house organ, on 
which the display is illustrated, his offer 



INTENSIVE SELLING 83 

made and the suggestion advanced that 
the proposition be secured by the dealer. 

Some service concerns, requiring de- 
tailed information upon which to base 
recommendations, design sheets on which 
are noted specific information. These 
are called "Advertising Data Sheet," 
"Data Sheet," "Information Sheet," or 
similar descriptive titles, and frequently 
twenty or more questions are asked, all 
of which cover information necessary in 
giving intelligent information. In this 
manner detailed information regarding 
conditions in the business are secured in 
the inquiry and the necessity of writing 
letters averted. 

To give added emphasis to stated facts, Sticker plans that 
or to make stated facts especially con- win attention 
spicuous and impressive, there was pro- 
vided for one house organ, an enclosure, 
gummed at one end. These were tipped 
on, partially covering advertisements, to 
which they called special attention. The 
same idea has been applied as a rein- 
forcement of statements made in enclo- 
sures. 

House organs offer a means of co- 
operative advertising through enclosures. 
Arrangements are frequently made by 
advertisers to have distribution given to 
their enclosures through house organs 
issued by other concerns. 

A firm issuing a house organ gave dis- Cooperative house 
tribution to an enclosure provided by organ advertising 
another concern in which a book was 
offered for 25 cents, and the return of 
an attached coupon. Two per cent re- 
turns came in from this advertising. 



84 



INTENSIVE SELLING 



Statements, 
invoices, and 
credit department 
correspondence 
valuable enclosure 
distribution 



Advertising in 
the form of 
filing cards 



Calendars 
designed to be 
of practical 
use on the desk 



This idea of co-operative advertising is 
briefly stated in this extract: 

"In looking for the right advertising medium 
a small manufacturer bought permission to in- 
sert his leaflet in every copy of the house organ 
issued by another concern." 1 

In some lines of business the monthly 
statement list covers all active accounts. 
This can be utilized as a means of dis- 
tribution for enclosures. One wholesale 
grocer issues a four page house organ, 
and distributes it to dealers with the 
monthly statements. 

Realizing that utility plays an impor- 
tant part in resultful advertising, one 
manufacturer inserts 3 by 5 inch filing 
cards in his house organs — and also pro- 
vides them for his salesmen to carry. 
On one side of the card is the usual busi- 
ness-card return address, while on the 
reverse is a ruled space with different 
products listed in convenient form for 
ordering. The suggestion is made that 
the card be filed away and, if no goods 
are needed at the time, that it be used 
as a reminder. Results were very satis- 
factory. 

"A printer keeps his name before his cus- 
tomers by enclosing in his house organ each 
month, a monthly calendar for desk use. The 
calendar itself, being about two inches square, 
there is an extension past a perforation 
at the top, with the suggestion on the exten- 
sion: 'Place this half of the card on shelf in 
your desk.' When the projection is placed as 
directed, and the calendar bent down, it is 
attractive and useful for quick reference. The 
advertiser's advertisement appears briefly at 
the bottom of the calendar." 2 

System: "In the Day's Work." 
System: "In the Day's Work." 



PART SIX 

HOW TO MAKE BOOKLETS MEANS OF 
INCREASING SALES 



A carefully prepared and well printed 
booklet provides one of the most effect- 
ive mediums of direct advertising. 

It has been repeatedly demonstrated 
through carefully tested results that 
good booklets, well distributed, are the 
means of important sales influence. 
Booklets may be filed away and produced 
when referred to at a later time. They 
may be made so attractive as to merit 
their being passed around to many per- 
sons. 

"If your booklet has individuality enough to 
hold the attention of the one it visits, it has 
many advantages over the salesman. 

"Your salesman is a human being and he 
may be affected by 'the weather/ He may 
have an 'off day' and not be able to put his 
arguments in proper shape. The buyer may 
tie him up with so many questions that he will 
not have a chance to tell his whole story. A 
buyer can't talk back to a booklet. 

"You may have a salesman who talks too 
much. A sensible booklet never does. The 
booklet has a memory no salesman can develop. 
It can quote tables of statistics and reproduce 
accurate signed opinions of the greatest au- 
thorities. But, best of all, the booklet does 
not have to pay freight on sample cards. The 
booklet can lay every one of your products 
before your customer in their most attractive 
light. 

"Your booklet can take your customer, in 
a few seconds, while he is still sitting at his 



Booklets as 
sales mediums 



Advantages of 
booklets over 
salesmen 



86 



INTENSIVE SELLING 



Great possibil- 
ities for making 
your proposition 
attractive through 
booklets 



Economical 
distribution that 
can be turned 
to profit 



desk, on a trip through your entire factory, 
around your new banking rooms, over a piece 
of property miles in extent, or into the homes 
and offices where your product is used; and 
let him see with his own eyes, the smiles on 
the faces of the men and women who are 
successfully using your product. 

"While your booklet, like the living salesman, 
can sell your goods unaided, some of his 
strongest work can be done by co-operating 
with the personal salesman. 

"The booklet can be used to pave the way 
for the living salesman, or it can be left by 
the salesman who has not been able to close, 
with the knowledge that, if the prospect is at 
all interested, the booklet will present the case 
in a more concise, more logical way than he 
can ; and that it will not speak until it is spoken 
to and that it will always be ready, day or 
night, rain or shine, to do its work." 1 

One of the chief attractions of booklets 
as selling or advertising mediums is that 
they can be given distribution as en- 
closures in ordinary envelopes. 

Economical distribution may always 
be had. They can be put out by mail, 
with letters, to selected lists of cus- 
tomers or prospective customers, to keep 
the points of the business before them 
and help salesmen, as well as bring in 
inquiries. They can be coupled to the 
follow-up ; used as dealer helps ; sent to 
dealer's customers, with the dealer's im- 
print ; supplied to agents for distribution ; 
distributed through branches and through 
jobbers. They can be enclosed with in- 
voices and monthly statements; inserted 
in packages, and seasonable booklets can 
be distributed with especial effect at buy- 
ing times. 

^Judicious Advertising:" Booklet Building — making Dum- 
mies Talk," by Mac Martin. 



INTENSIVE SELLING 



87 



"Let us suppose that in a certain advertising 
campaign a booklet is needed. The first thing 
to be determined is the plan of distributing 
the booklets. 

"Who are these salesmen going to visit and 
how are they going? 

"The success of booklet advertising depends 
primarily upon how thoroughly you plan the 
distribution. 

"You should first make a list of every chan- 
nel of distribution that seems advisable. As 
soon as you get them down on paper you will 
think of new ones. Perhaps your salesman 
should carry them. Your dealers may be able 
to distribute them for you. Put all these down 
on paper, for only in this way can you decide 
on the best methods. 

"Until you have determined the method of 
distribution you cannot determine the quantity 
of booklets you need to print and until you 
determine the quantity you cannot determine 
the quality. 

"My own experience has been that a booklet 
should always be accompanied by a letter." 1 

One firm, recognizing' the possibilities 
for them in booklet publicity, has fol- 
lowed the plan of issuing booklets at 
stated intervals over a considerable 
period of time. These are distributed in 
different ways, and serve to keep differ- 
ent phases of their services and products 
before the field. In each booklet a dif- 
ferent treatment is given and different 
styles of booklets, as they come out, not 
only keeps the name of the firm before 
the field, but give the appeals for business 
a pleasing variety. 

"We find," says a manufacturer who issues 
many booklets, "that the booklet has peculiar 
advantages. Booklets can be made very at- 

l Judicious Advertising: "Booklet Building — making Dum- 
mies Talk," by MacMartin. 



Success of 
any booklet 
depends upon 
thoroughness 
of distribution 



Series of booklets 
found effective 
advertising 



88 



INTENSIVE SELLING 



Impression made 
by booklet 
valuable — 
whether read 
or not 



Used to judge 
value of trade 
paper advertising 



Getting bigger 
returns from 
magazine 
advertising 



tractive, and a definite message can be put 
strongly across in a booklet. When the booklet 
is brief it can be made inviting and easy to 
read. Whether such booklets are read through 
or not, the impressions they make are valuable. 
They serve admirably for keeping our name 
before the trade and advancing our arguments. 
Our salesmen use them to supplement their 
talk, and they leave booklets behind in the 
hands of customers. There are many means 
of distribution that can be enjoyed at small 
cost — often at no cost at all — and this makes 
up a medium that we can use to good advan- 
tage." 1 

Rightly used, the booklet is one of the 
most valuable adjuncts of the trade paper 
advertiser. It carries his complete story 
to the reader whose interest has been 
aroused through the advertisement. It 
makes the connection between the inter- 
est aroused and the advertiser's sales de- 
partment. It often enables the manufac- 
turer to judge the pulling power of his 
advertising and, by running the same 
copy in different publications, to deter- 
mine which are producing the most in- 
quiries and the relative character of the 
circulations with reference to the propo- 
sition. The booklet is often used in con- 
nection with a coupon to secure data re- 
garding the reader's position and busi- 
ness, and thus to obtain a live mailing list. 

Magazine advertising seldom brings 
orders for goods direct unless the goods 
are low in price or some special feature 
of protection is incorporated in the offer. 

When a factory superintendent needs 
a new equipment he is not going to in- 
vest a large amount of money in any spe- 

* Ideas: No. 11, by Flint McNaughton. 



INTENSIVE SELLING 



89 



cial piece of machinery advertised in a 
technical trade paper purely on the 
strength of that advertisement. He is 
going to investigate. If there is a book- 
let advertised, he will drop a card and 









- 


Systematic 




Saving 




B 







mm ii* iii^ mm 





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I 


► Keeping 
in Touch 
with 

Thousands 
of Your • 
Customers 




J< 


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Booklets of suitable size to be inserted in envelopes. Striking booklets 
are one of the most effective mediums of sales literature. There are oppor- 
tunities for use in numberless ways and there are many channels for effective 
distribution. It is usually considered advisable to print booklets with two or 
more colors on the covers. Good art work or the use of illustrations to catch 
the eye is generally advisable. The originals of these booklets were all printed 
in two colors. 



90 



INTENSIVE, SELLING 



Booklets offered 
as something to 
send for — thus 
increasing 
number of 
inquiries 



Booklets used as 

educational 

mediums 



ask for the booklet — or even pay money 
for the booklet. 

"When the reader of your advertisements 
takes the time to sit down and ask further par- 
ticulars about your goods, he shows consider- 
able interest in your product, and you should 
have a reply ready to send him that will ex- 
plain his questions and increase his interest 
and arouse his desire to purchase. 

"This can be accomplished best by a good 
booklet and a brief accompanying letter. The 
booklet does not always have to be large, 
oftentimes it can be of a size that can fit into 
an ordinary size envelope, along with the ac- 
companying letter. 

"This booklet method of answering inquiries 
is often the cheapest from the standpoint of 
results." 1 

The function of the trade paper and 
the magazine is to find these isolated 
prospects and put the advertiser in touch 
with them through their inquiry. The 
actual sales depend upon the follow-up 
of the inquiries. But both in procuring 
the inquiry and in following up the pros- 
pect and selling him, booklets are in- 
tensely advantageous. 

National advertisers count certain 
booklets remarkable assets in producing 
business, either indirectly, through bring- 
ing in inquiries from which sales are later 
made,, or, as frequently happens, in se- 
curing business direct. The value of 
booklets as a means of securing inquiries 
is illustrated by the experience of a na- 
tional advertiser. A strong advertise- 
ment of the company's machine was 
placed in the Saturday Evening Post. But 
ten inquiries and no sales resulted. An- 

l Progressive Papers: "The. Booklet Makes the Sale." 



INTENSIVE SELLING 



91 



other advertisement, featuring a booklet, 
was placed in the same medium. This 
advertisement produced 3,162 inquiries 
and 232 sales. The latter advertisement 
increased the number of replies 316 times 
and the number of sales 232 times. 

There is a particular value in booklets 
in connection with the field of technical 
advertising. All technical advertising is 
based largely upon the idea of education. 
In this there is the opportunity to add 
value and interest to the booklet. 

The technical publication seeks to edu- 
cate readers to the best and most effect- 
ive devices employed for accomplishing 
results in its particular field. The adver- 
tising pages supplement the editorial sec- 
tion in showing the reader where the 
most up-to-date devices are obtained. 
Thus, a booklet prepared for the purpose 
of showing a man how he can accomplish 
something more efficiently or speedily or 
safely by the use of the device adver- 
tised, has greater pulling power than 
the ordinary catalogue. The booklet 
combines the descriptive value of a cata- 
logue and the dignity of a handbook ; es- 
pecially where there is data or material 
for reference. Any executive who reads 
an advertisement in which an attractive 
booklet is featured or offered, desires the 
booklet not only because of the informa- 
tion it contains regarding the advertised 
machine, but because, in absorbing its 
contents, he will be positively helped in 
his own work. 

"Not long ago a manufacturer of boiler 
arches discovered in the course of some pre- 



Offer of booklet 
increased returns 
from Saturday 
Evening Post ad 
316 times 



Especial 
advantage in 
booklets in 
advertising 
technical 
propositions 



Wfyere booklets 
of ten have more 
pulling power 
than catalogs 



92 



INTENSIVE SELLING 



Selfish interest 
behind reading of 
good booklets 



How a manu- 
facturer increased 
sales and built up 
a live mailing list 



Showing in what 
high regard 
booklets are held 
in the technical 
field 



liminary investigations that the average 
power plant engineer knew very little about 
how to erect boiler settings; that when work 
of this sort came up it was customary to em- 
ploy a mason — which meant considerable extra 
delay and expense. He therefore had a treatise 
on the subject in general written up, men- 
tioning the company's special boiler arch only 
as an incidental. This booklet he advertised 
in the leading power plant paper as the 'En- 
gineer's Handbook on Boiler Settings.' The 
result was that he not only distributed the. 
entire edition but he obtained a live mailing 
list of leading engineers." 1 

By adding useful data, handy tables 
or technical information to a booklet de- 
scribing any type of machinery, the value 
of the booklet becomes greater. Realiz- 
ing this, many manufacturers issue 
elaborate technical booklets, which they 
feature in their advertising. This has 
the result of insuring a wider distribu- 
tion of the book and substantially guar- 
anteeing that the book will be read and 
preserved because of the value of the 
contents. 

"The regard in which booklets are held in 
the technical world is illustrated by the fol- 
lowing instance. A manufacturer in the 
power-plant field had a stock of small hand- 
books of which he wished to dispose. On the 
advice of the publisher of the power-plant 
paper in which he was advertising, he placed a 
price of ten cents on the hand-books and de- 
voted the upper half of the ad to the offer. 
Orders came in so fast, as a result, that he 
telegraphed frantically to the publisher not to 
repeat the advertisement. Experiences like this 
have taught the technical advertiser to play up 
the booklet in a manner such as to make the 
reader really want it." 2 

»S. D. Warren & Co., in booklet. 
*S. D. Warren & Co., in booklet. 



INTENSIVE SELLING 



95 



Frequently, where the booklet is such 
as to prompt the desire for a trial order 
or a sample, or specific information, re- 
turn postcards can be enclosed to ad- 
vantage in each booklet. 

It is frequently advantageous to have 
the back page of the cover serve as the 
return postcard — to be torn off and 
mailed back. This simplifies the print- 
ing, reduces the cost, and keeps the re- 
turn postcard intact with the booklet 
until it is torn off and used. 

The cover of the booklet is sometimes 
made to do duty as an envelope, the ad- 
dress being printed on one side, the stamp 
attached in the corner, and the booklet 
clipped or held closed by a sticker. The 
cover, in this type of a booklet, is usually 
fairly heavy, and suitable for use as a re- 
turn postcard. This type of mailing is 
especially appropriate for house organs. 
The advantage of a booklet designed so 
as to require no envelope, can be appreci- 
ated from the statement of a machinery 
jobber: 

"For several months I mailed my monthly 
list of second hand machines with a circular 
letter, in an envelope under two-cent postage. 
Then it occurred to me that the list was in 
real demand and I concluded I might as well 
use a one-cent stamp or a 'mailing permit.' 
But I was afraid of the envelopes. An adver- 
tising man suggested that I send the little 
booklet as open mail, fastened with a clip or 
sticker. This I have done since. I have the 
back cover plain, writing the address on the 
cover with a typewriter. When the booklet 
arrives in the hands of the prospect, there is 
no envelope to open. He has it in his hand, 



Making use of 
return postcard in 
connection with 
booklets 



Address and 
stamp on cover 
of booklets 



How one jobber 
saved $42.50 a 
month 



94 



INTENSIVE SELLING 



Booklets used in 
connection with 
letters — see ■ 
Part III 



and that is all my two-cent stamp ever did for 
me. This change saved me $42.50 a month." 1 

The great value of booklets in connec- 
tion with letters is found in the fact that 
the details of the advertised proposition 
can be carried in the booklet and the 
letter can be brief — merely striving to 
arouse the reader's interest to the extent 
of looking through the booklet for fur- 
ther information and full details. In this 
use, booklets and enclosures have a logi- 
cal place in the follow-up. 

At the present time, when the cost of 
printing is high, many manufacturers are 
conserving expense by reducing the sizes 
of catalogs and practicing various econo- 
mies in catalog production. One of the 
best ways for reducing cost in follow-ups 
when there are a variety of products 
listed in the catalog is to prepare book- 
lets or smaller catalogs, each featuring a 
single article or line. Thus unnecessary 
expense in advertising is saved. 

"Some of the money-saving changes were : 
The publication of three small catalogs, one 
for each of the three machines manufactured, 
so that the complete catalog need not be sent 
to all inquiries. (The prospect is sent a 
folder describing all three machines and is 
asked to indicate on the return postcard which 
one he is interested in.) A similar division 
of the instruction book. Use of more matrices 
instead of electrotypes in newspaper adver- 
tising. Emphasis on quality rather than quan- 
tity in mailing lists. Change of house organ 
from magazine form to bulletin form."* 

In order to give booklets, used as en- 

x Associated Advertising: "Saving on Envelopes.'" 

-Advertising &• Selling: The Hendee Motorcycle "Ex- 
perience in Advertising Economy," by J. A. Priest. 



INTENSIVE SELLING 



95 



closures with letters, an extra personal 
touch and rivet the reader's attention on 
specific facts, it is found good policy to 
mark portions of the booklet — certain 
paragraphs or prices. 

"A good way to insure your booklets being 
read, or at least given attention, is to send out a 
letter with it, calling attention to some specific 
part of it. A paragraph something like this 
will do the trick: 'On pages 36-37 of this 
booklet you will find information of especial 
value to you — of particular helpfulness to your 
business.' Then the pages mentioned in the 
letter should be marked right in the booklet 
with a heavy colored pencil." 1 

"Each month a bookdealer got out a catalog 

listing his bargains, yet somehow the 

books were not appreciated sufficiently to be 

kept for reference Considering that this 

condition was largely due to lack of enthusi- 
asm rather than to lack of interest, he hit upon 
a plan to bring the books and the customers 
with them back to the store. In each copy 
of a booklet he ran several misspelled words, 
offering cash or a fixed discount on goods 
to every person who succeeded in picking out 
the misspelled words." 2 

To insure booklets, which are sent upon 
request, reaching the proper person in 
an establishment, a publisher has a slip 
provided for attaching to requested lit- 
erature. The slip reads : "This booklet 
is sent at the request of (name of indi- 
vidual typewritten). It is intended for 
his personal information and should go 
directly to his desk." 

An important factor in the selling 
power of a booklet is the get-up and fin- 
ished appearance. It is this that gives 
the booklet the ability to attract interest 

'Norman Lewis: Address at A. A. C. of W.. at Chicago. 
2 System: "Wrong Methods Made Right." 



Calling attention 

to specific 

page or paragraph 



Plan used by a 
book-dealer to 
increase reading 
of booklets 



Means of getting 
booklets to the 
one individual in 
a large house 
who is interested 



96 



INTENSIVE SELLING 



Right way to 
figure value of 
booklets 



Should be size 
to fit compactly 
in stock 
envelopes 



Stock sizes from 
which booklets 
are cut 



and convey a favorable idea of the ad- 
vertiser and the advertised proposition. 

"Which is the cheaper, 5,000 booklets at 
three cents each, 90 per cent of which are read 
— or the same quantity at one cent each, of 
which only 10 per cent are read? 

"The one costs Z x /z cents per reader; the 
other costs ten cents. The latter, which at 
first thought seems to cost one-third of the 
former, really costs three times as much. 

"It is not what you pay per printed booklet 
that counts, but what you pay per read booklet 
— what you pay for a hearing by each pro- 
spective customer. 

"The whole thing settles down to a question 
of quality — quality in subject matter, in design, 
in printing — a quality which includes that 
subtle, indescribable something which produces 
business. 

"The first duty of a piece of printing is to 
get itself read. If it is unable to do this it 
is expensive at any price." 1 

As envelopes in standard business cor- 
respondence use are No. 6$4, No. 7, or 
two-fold size, and No. 10, the best sizes 
for smaller booklets are such as to carry 
well in these envelopes. 

Booklets can be cut to advantage from 
several sizes of stock to fit easily into 
these envelopes, and to handle to good 
advantage in the hand, or fit into the 
pocket without having to be folded over. 

The most popular sizes for such book- 
lets are about 2>y 2 by 6j4 m& 4 by 9 
inches. These dimensions provide the 
necessary space to carry the printed ap- 
peal, and when made up there is little or 
no waste stock, and printing can be done 

x Ousley , s Magazine 



INTENSIVE SELLING 



97 



to advantage. The following table sug- 
gests the proper sizes of stock from 
which different sized booklets can be cut. 

2>y 2 by 6^4—28 by 42 or 26 by 29. 

4 by 9— 25 by 38. 

Sy 4 by 7j/ 4 — 32 by 44. 

Sy 4 by 8^—24 by 36. 

6 by 9—25 by 38. 

6y 4 by 1024— 28 by 42. 

7y 4 by 10^4—32 by 44. 

Sy 4 by 11 y 2 —36 by 48. 

9 by 12—38 by 50. 

Booklets may be bound in cover stock 
or without a cover ; especially when two 
or more colors are used and when the 
booklet is skillfully set up extremely at- 
tractive effects can be secured without 
a cover. But the cover serves to give an 
added finish and mark of value to the 
booklet that it is well to have. 

The inside stock may be enameled or 
smooth finish when desired, and when 
halftones are to be run. Rough or egg- 
shell stocks are generally the more popu- 
lar when no halftones are to be used. 
There is a wide variety of handsome 
booklet stocks from which original, un- 
usual and handsome booklets can be pro- 
duced. 

The design or wording on the cover of 
the booklet should catch the eye and in- 
vite inspection by arousing curiosity or 
admiration. 

"The cover should receive special care and 
attention for it is here that the first impres- 
sion is formed. If the cover pleases, the inside 
will certainly be inspected too. Do not make 
the mistake, however, of spending extra money 



Booklets with and 
without covers 



How to select 
best stock for 
booklets 



98 



INTENSIVE SELLING 



Impressive or 
original cover to 
catch and hold 
attention 
important 



Style should be 
suited to the 
proposition 



Several smaller 
booklets more 
effective than 
one large one 



on the outside, and then trying to get it back 

from the interior of the booklet Do not 

spare the number of pages in an endeavor to 
crowd too much matter into the space. Short 
paragraphs, in a type that is distinctive and 
easily read, deep white space margins, and not 
too much matter on a page, are success-bring- 
ing assistants. To break the monotony of 
type matter, illustrate the booklet freely." 1 

To give especial distinction or oddity 
to booklets, the device of having a band 
of paper around the book is sometimes 
used. This shows an extra care in prep- 
aration that suggests value to the booklet. 

The style of copy on the inside should 
conform to the proposition. The booklet 
can cover the line, as a catalogue, or con- 
centrate on one feature or phase of the 
proposition, or merely entertain. 

This extract, from a statement to sales- 
men, suggests the advisability of having 
booklets brief — having a series of smaller 
booklets frequently, rather than having a 
larger booklet which tells the whole story 
in a single issue. 

"Picture a busy prospectve buyer receiv- 
ing a sixteen-page folder along with a lot 
of other mail, removing it from the enve- 
lope and turning the pages very hurriedly, 
then saying to himself: 'Well, that looks 
as though it might have some good stuff 
in it. I'll look it over as soon as I have the 
leisure to do so.' The folder laying on his 
desk will attract his attention two or three 
times a day for perhaps the following week, 
but, because it contains sixteen pages and 
seems to require a lot of study, it is the 
most natural thing in the world that he will 
postpone reading it until he gets so accus- 
tomed to seeing it around that he finally 
forgets his resolution to study it. 
l "Sales Promotion by Mail," by Gridley Adams. 



INTENSIVE SELLING 



99 



"On the other hand, the four-page story, 
well illustrated, and starting out in story 
form, does not look so formidable to him. 
It only takes about ten minutes to read the 
whole story part of it, and if that is as in- 
teresting as it should be, the prospective 
buyer will want to know how the results 
are accomplished to the extent of reading 
the descriptions under the reproduced 
forms. Thus he has gotten the message 
without taking so much of his time, and he 
has read the advertisement, not because of 
a resolution to do so, but, having read the 
first few paragraphs, he continues because 
he is interested. 

"After receiving four such stories, say a 
few weeks apart, the prospective buyer has 
received the same number of pages of Bur- 
roughs messages he would have received by 
studying the sixteen-page booklet." 1 

The important thing in a booklet is 
ability to set the reader to thinking - — to 
make an impression. The great writer is 
he, who, in a sentence, can suggest a 
chapter. The idea of eloquent brevity, 
suggested by the following reminiscence, 
applies to the building of a booklet. 

"Doris Keane, the actress, makes clear 
my point when she says: 'The greatest 
note that I ever heard in modern acting 
was when I studied under the late Russian 
tragedienne, Mme. Komisarjovskaia, ap- 
pearing in a Russian play. She stood in the 
center of the stage, silent, making no out- 
ward sign, and yet, like a magnet, you felt 
that from everywhere emotions were rush- 
ing to her like wireless messages to a 
station attuned to receive them, and, as 
these emotions surged and surged upon her, 
she, pale and trembling and sobbing, fell 
overcome to the floor. She made no move- 
ment, she had spoken no word, and yet she 
had expressed myriad gradations of feel- 
ing." 2 

'Burroughs Adding Machine Co. — in booklet. 

2 /l ssocialed A dver Using — extract. 



Booklet should 
impress the 
reader 



A lesson from 
acting of 
Doris Keane 



100 



INTENSIVE SELLING 



Growing tendency 
to show what 
products will do 
— rather than 
descriptive 
of product 



Curiosity- 
arousing titles 
for booklets 



A booklet can be compared to a vaude- 
ville act. The booklet steps from the en- 
velope into the limelight of the prospect's 
desk. The recipient is curious, but cold. 
It is entirely up to the booklet. The 
reader demands to be entertained or in- 
terested — quickly. Otherwise the book 
has failed. 

There is a growing tendency to do away 
with the dry, uninteresting booklet which 
simply describes the product: In place of 
this there is a pamphlet which shows 
what the product will do, rather than 
what it is, and which bears a title that, 
in itself, makes the prospect want to send 
for it. Note the persuasive titles outlined 
below. You would like to have one of 
these booklets yourself ; the titles seem so 
promising. 

"About some men who are going to 
spend a Million Dollars Next Year." 

"Don't Flush the Bathroom and Regis- 
ter in the Parlor." 

"The Million Dollar Habit." 

"The Straw that Broke the Camel's 
Back." 

"Turning your Capital Over One Hun- 
dred Times a Year." 

"Adding Five Dollars to each Week's 
Income." 

"How Rogers made Two Cents earn 
him $31.48." 

"How Jenkins Got Onto Himself." 

"Secrets of Selling." 

The first requirement of the physical 



INTENSIVE SELLING 



101 



booklet in order to strike the eye of the 
prospect is something studied out to 
strike the eye with — a pleasing design, a 
cut to make a point of contact or an 
original handling that makes it happily 
"different." 

Little eye-compelling cuts break the 
monotony of type and carry the reader 
easily from page to page. The cuts are 
the "laughs" that hold attention while the 
serious story is put across. 

An important element in attracting at- 
tention to booklets is the color. The eye 
attractive value of two or more colors of 
ink are superior to one color. While at- 
tractive and extremely profitable booklets 
can be produced in one color, especially 
where designs are used to benefit the 
effect, very careful consideration should 
be given to the advisability of using more 
than one' color. How well this frequently 
pays can be judged from the following 
instance : 

"Does the free use of color render results? 
Ask the big mail order houses, who are 
coming to use color more and more in their 
advertising and catalogs. Less than a single 
cent invested in added color effect for each 
50,000 booklets increased the returns $18,000 
in one instance. Two runs of the same 
booklet were used, the mailing list divided 
in half. To one went the plain black and 
white, to the other part the colored booklet. 
At an extra cost of $500, the catalog in 
colors produced $18,000 more in sales than 
its duller brother." 1 

"When you are asked to send your pros- 
pect a booklet, catalogue or letter with par- 
ticulars, etc., paste on the front of your en- 
'H. T.Wheelock: Address before A. A.C.of W.. at Chicago. 



Use of cuts on 
covers helps win 
attention 



Value of color in 
booklets — how an 
extra color 
increased returns 
$18,000 



102 



INTENSIVE SELLING 



velope a slip printed in two colors, some- 
what like the following: 'Sent at your 
request' — it will secure special attention to 
your enclosures." 1 

Plan for getting "Here is an idea that saves time of the 
special attention prospect: 'Attached to the front page of an 
to booklets eight-page, 4 by 9 booklet, was a two-page 
letterhead, size 4 by 5y 2 , not filled in, but 
printed by facsimile process just like a 
regular typewritten letter, including signa- 
ture personally signed. Thus, when the en- 
velope was opened, the prospect, at a glance, 
got the whole import of the message. The 
scheme proved very successful.' Under the 
letterhead appeared this letter: 'If your 
product is recognized as standard you will 
undoubtedly appreciate the attached booklet. 
If it is not, the reading of this booklet may 
give you a new idea as to how to make it 
so. Your very truly, , Sales Man- 
ager.' " 2 

^chulze: "Making Letters Pay System." 
! Schulze: "Making Letters Pay System." 



PART SEVEN 

USE OF BLOTTERS— FEATURES THAT MAKE 

BLOTTER ADVERTISING 

EFFECTIVE 



One of the most common and popular 
styles of enclosures is the blotter. The 
great value of the blotter lies in its utility. 
It is handy because of its blotting surface. 
It lays upon the desk, face up, within 
range of the prospect's eyes for several 
days. The second advantage of the blot- 
ter as an advertising medium lies iri its 
low cost. 

In blotters the advertiser has several 
fundamentally advantageous features, 
which usually result in satisfactory 
returns when properly planned, prepared 
and distributed. 

The blotting utility should not be con- 
sidered, alone, of sufficient value to make 
the blotter a profitable investment as an 
advertisement. 

To be effective, blotters should be so 
prepared that they catch the eye with a 
striking cut, and pleasingly deliver a 
definite message. 

The space for advertisement on the 
ordinary blotter is about the same area 
as the space in the average magazine ad- 
vertisement. In a magazine advertise- 
ment the copy receives probably twenty 
times the thought that is given the aver- 
age blotter. As a result of poor copy, 



Utility of 
blotters first 
advantage 



To be effective 
must be seen and 
retained 



104 



INTENSIVE SELLING 



Blotter copy 
deserving of 
more thought 



Good distribution 
necessary for 
good results 



Blotters should 
be planned 



Single blotters 
have slight 
advertising value 
— the hammering 
away counts 



inadequate display and attractiveness, due 
to neglect or lack of the necessary ability 
on the part of the advertiser, a large per- 
cent of the blotters in service today are 
mediocre or frankly poor. 

Adequate trained thought in selecting 
ideas, making the layout, creating designs, 
preparing copy, and securing suitable col- 
or effects can be classed as the first es- 
sentials in good blotter advertising. 

Good distribution is the second es- 
sential. Every blotter that leads to a 
sale must come in contact with a logical 
prospect. The list to which blotters are 
distributed is a feature that largely deter- 
mines results and should be given the 
keenest consideration. 

A plan behind the blotter advertising 
is the third essential that should be con- 
sidered carefully. Advertising through 
blotters should be based on a distinct, 
logically planned campaign, covering an 
issue of six or more blotters, over a per- 
iod of time. 

The plan should be decided on first — 
just what the desired effects to be accom- 
plished should be determined. Then the 
list and distribution should be anticipated 
and taken care of, as the second step. 
Each blotter in the series should be de- 
signed individually to convey strikingly, 
attractively and forcefully some particu- 
lar sales thought. Each blotter of the 
series should link up with its predecessor 
and successor. Each blotter should drive 
home some thought or fact through strik- 
ing pictures and easily read copy. 



INTENSIVE SELLING 



105 



"There is a lot yet to be done to make 
blotter advertising all that it should be in 
bringing results. The simple blotter, sent 
out harum-skarum, has but little more actual 
advertising value than the postage stamp that 
bears it, even if it is sufficiently attractive to 
win a place on the desk. 

"First, learn to campaign with the blotter. 
Select and size up your field. Plan the lay- 
out and distribution as carefully as you 
would that of your circular letters, booklets 
and catalogs. Remember your blotter has 
to go and stay on the desk in order to get 
your message across; and the desk is mighty 
personal to the man or woman who uses 
it. Use careful taste in the selection of de- 
signs. Have each successive blotter fit into 
the preceding one — and into all your adver- 
tising literature — with a strong, culminative 
attraction. Just because it is an inexpensive 
means don't make it a cheap one. Put horse 
sense behind your blotter and it will make 
good. Human nature works for it. It is 
always more profitable for anyone to use a 
good looking, good blotting blotter than to 
add to overhead of office by buying blotting 
paper." 1 

There are opportunities for effective 
blotter advertising among manufacturers, 
wholesalers and retailers. While blotters 
may be sent out independently, as the 
message, they may be enclosed with let- 
ters, placed in booklets or folders or cata- 
logs, with invoices and statements, used 
as "dealer help" material to reach the 
consumer, over the imprint of the local 
dealer. 

Since more than seventy-five percent of 
the letters, statements, invoices, booklets, 
catalogs and folders that go out through 
the mails, are under weight, these medi- 

l Direct Advertising: "Campaigning with the Blotter," by 
Derby Brown. 



Plans one 
advertiser 
follows 



How distribution 
may be made 



106 



INTENSIVE SELLING 



Medium can be 
used by almost 
every line 



How a manufac- 
turer made 
blotters 
effective 



urns can be used as the means of distrib- 
uting good blotters. 

The distribution is free — whether it is 
used or not. 

Blotters sent out with ordinary corre- 
spondence, reach people who, we may as- 
sume, are interested in the advertiser's 
goods or proposition. This being sub- 
stantially true there should be no waste 
circulation. They deliver the message 
with less competition and for a longer in- 
terval than any magazine advertisement 
can. 

The bank, the insurance man, the de- 
partment store, the florist, the milliner, 
the jeweler — any retail store — have an 
effective medium in good, well planned 
blotters. 

" all have particularly good oppor- 
tunities for telling publicity by means of 
good blotter advertising. Every line of 
business can make effective use of it, if it 
is treated properly — even the most prosaic 
machinery house. The manufacturer of ag- 
ricultural implements who put out a series 
of twenty-six blotters, two weeks apart, 
each with a fine illustration of some one 
section or department of his model factory, 
and a few lines of interesting description — 
never a word of 'buy my implements' — 
planted almost an intimate knowledge of his 
buyers the country over. He reached people 
it would have been impractical to get with 
an expensive booklet, and aroused consider- 
able interest for the coming of his expensive 
catalog. More effective, perhaps, than a 
booklet could have been — there were a pos- 
sible twenty-six separate, distinct impres- 
sions against the booklet's one." 1 

Wired Advertising: "Campaigning with the Blotter," by 
Derby Brown. 



INTENSIVE SELLING 



107 




Ship in Pioneer Boxes 



blotters ae/MJA 


Jy^Advertiseis 


« stssrs-" jjj^ 


JP ^r-~^s^« 



r* 3& Ifopgog Pw^** 


* OS Binders CEE 




i 6 


WW»N*kNW>*fcfcfcMkN^^ 


1751 





^"^^"fis 






'/olcleii .State 'Limited- : 

1 \ i°^aliibviiia-." j 



Examples of blotters. This medium is one of the most common and 
popularly used of all mediums, and as a consequence the greatest care should 
be given to the copy and display on blotters to make them especially effective. 



108 



INTENSIVE SELLING 



Plan followed by 
New York hotel 



As medium for 
retailers 



A New York hotel uses blotters to 
splendid advantage. They issue blotters 
attractively illustrated in two colors and 
of a size to fit into almost any box of 
writing paper. Each blotter has a unique 
illustration and a quaint verse calculated 
to drive home an impression of the hotel's 
policy, location or service. 

Every guest who leaves the hotel car- 
ries away one of the distinctive blotters, 
which are issued in series. 

Another hotel encloses blotters with 
especially attractive and distinctive letters 
to limited lists of individuals, soliciting, 
as well as room accommodations, patron- 
age for their dining room service. The 
letter tells the story: the blotters are 
blank except for the name of the pros- 
pect, which is printed on the blotter in 
printer's ink. 

Blotters are a valuable medium for all 
types of retailers, There are features of 
advertising value about every store which 
can serve as copy for blotters. The store's 
speedy delivery facilities can be made the 
subject of a blotter — the comfort and con- 
veniences of the waiting room — season- 
able lines can be featured — mail order 
business can be solicited. 

It is found that women are especially 
susceptible to blotter advertising. De- 
partment stores have found it a fact that 
women like their friends to know that 
they trade at high class stores, and when 
they receive attractive blotters from such 
establishments they are apt to display 
them where they can be seen by other 



INTENSIVE SELLING 



109 



women who call upon them. This feature 
of blotter advertising makes the medium 
especially valuable in retail advertising. 

A New York jeweler sends out blotters 
of attractive design to a selected list of 
customers. They say : "We have always 
found that, if attractively gotten up, blot- 
ters prove an excellent means of adver- 
tising. Our blotters have always been 
admired and have helped to bring us busi- 
ness in many ways." 

In order to keep before dealers and to 
take advantage of this, the personality of 
his . traveling salesmen, a manufacturer 
sends out blotters on which halftones of 
the salesmen making given territories ap- 
pear, together with wording, of which 
this is typical : "Keep this ! Use it daily ! 
Let it serve as a reminder of co-operation 
and service. Send me your orders now." 
The illustration of the salesman along 
with the name of the house follows. 

A Boston shoe manufacturer uses blot- 
ters to announce the mailing of his cata- 
logue and the visits of his salesmen. In 
the blotters sent out to announce cata- 
logues, special attention is called to the 
discounts offered and to the completeness 
of the factory's in-stock department. 
Those announcing the salesmen's visits 
are sent out a week before the salesman 
plans to arrive. They feature the manu- 
facturer's trade mark and they point out 
to the dealer that his featuring a certain 
shoe is the way to draw the quality trade, 
to better reputation and increase his 
profits. 



Taking advantage 
of personality 
of traveling 
salesmen 



Used to announce 
mailing of 
catalogs 



110 

Blotters as 
dealer-aid 
mediums 



The Blottergram 
idea 



Tabloid house 
organ on blotter 



INTENSIVE SELLING 

Manufacturers frequently offer blat- 
ters to their retailers for consumer dis- 
tribution. Blotters are a good means for 
linking the manufacturer's advertising to 
the local store. Blotters are regarded as 
especially advantageous for this purpose 
by some manufacturers on the basis that, 
the home not usually receiving many blot- 
ters, the chances favor the consumer blot- 
ter being retained, and thus keeping the 
advertisement of the local dealer and the 
manufacturer's products before the con- 
sumer. 

An advertising company uses blotters, 
issued monthly, under the title of a "Blot- 
tergram." The type matter on this blotter 
is in reality a miniature house organ. 

Other concerns have used the blotter 
with success in this form. A large manu- 
facturing company sends out two house 
organ blotters each month— one series go- 
ing to banks and the other to retailers. 
These lists aggregate over one hundred 
thousand names. 

In designing the original bank series 
for this company, it .was planned to issue 
thirteen numbers, under the title "Bank 
News." The series was mailed to every 
bank in the United States and Canada. 
Return postcards were clipped onto par- 
ticular numbers, and so many of the 
postals were returned that an additional 
six blotters are now being used to the 
same list. The Company says: "We 
don't believe in all kinds of blotter adver- 
tising, but the right kind is good and will 
pay dividends. The entire series of our 
blotter house organs has produced more 



INTENSIVE SELLING 



111 



comment and aroused more interest in 
our proposition than any other advertis- 
ing .we ever put out for the same pur- 
pose." 

The house organ style of treatment can 
be adapted to the blotter to advantage in 
several ways : 

1. It is a tabloid house organ. 

2. The advertiser can afford to 
issue this kind of advertising every 
month over a year's campaign. 



Advantages of the 
"house organ" 
blotter plan 




LETTERGRAM 



MtCfmidfArmOmt £*« I SJSA 



THE Pfi^E CAT 






















































































&£\'=& 




jmK^ 






































:: --- . 


&£ — - — 












TV Lindskiy Brothers l'o.H»v 











BLOTTERGRAM 




These reproductions indicate how advertisers are taking advantage of the 
good features of blotter advertising and printing a tabloid house organ on 
blotters. The good results from this kind of advertising are explained in this 
book. 



112 



INTENSIVE SELLING 



Blotters used to 
secure new 
customers 



3. It is printed on a blotter and 
the appeal should be preserved for 
a period of time on account of the 
real usefulness of the blotter. 

4. As the blotter is useful — lies 
on the desk in front of the prospect 
for a considerable time — one or more 
audiences should be given the mes- 
sages delivered. 

5. It combines the good points of 
blotter advertising with the value of 
a house organ — strengthened, often, 
by brevity. 

6. It does this at a surprisingly 
moderate cost. 

7. Selling features can be played 
up, if desired, with return postcards 
enclosed in the carrying envelope, 
with invitations to reply — requests 
for literature, prices, information or 
requests to have a representative call. 

8. A calendar of the month can 
be shown to give the blotter still 
greater utility. 

There is hardly a limit to the different 
businesses to which house organ blotters 
may be adapted. In a tailoring com- 
pany's house organ, the "Kahn Mes- 
senger," the story is told of how one of 
the company's dealers used the blotter 
house organ idea in securing new cus- 
tomers. The idea has been successfully 
used by banks, laundries and retailers 
who appeal to selected lists. 

" in trying to obtain direct, human 

interest material for a bank booklet, I asked 
a young woman acquaintance to tell me 



INTENSIVE SELLING 



113 



what, in the service of her bank, pleased her 
most. She answered: 'Why the lovely little 
blotters they send me every month.' And 
she meant it, although it was hardly the 
kind of information I was after." 1 

Blotters are considered a fair means 
of co-operation with jobbers when used 
in connection with letters. When blotters 
are sent out alone to this list they seldom 
serve their purpose. Owing to the large 
size of the average jobbing house, the 
mail is opened by a clerk and forwarded 
to the proper executives. On that ac- 
count, blotters seldom reach the individ- 
ual in position to take action on particular 
propositions advertised. 

The sizes of blotters are based on the 
size of blotter stock from which cut, and 
upon the sizes of envelopes in which they 
are distributed. Blotter stock comes 
from the mills in the following dimen- 
sion: 20 by 25 or 22 by 28^ inches. 
The usual blotter weights are 100 and 
120-lb, stocks. 

Blotters of convenient size for desk 
use may be cut from this stock with little 
waste. 

Blotter stock may be secured either 
coated on one side or with blotting sur- 
face on both sides. The blotters which 
have blotting surface on both sides are 
considered the most practical, useful and 
convenient, as they serve equally well as 
blotters on either side. This frequently 
is a convenience demanded by blotter us- 
ers on account of embarrassing predica- 
ments which may follow from blots on 

^Direct Advertising: "Campaigning with the Blotter," by 
Derby Brown. 



Getting 
cooperation of 
jobbers through 
blotters 



Blotter stock — 
how sizes are 
determined 



Good blotting 
stock appreciated 
by business men 



114 



INTENSIVE SELLING 



Coated stock used 
when halftones 
are printed 



Prime value of 
good illustrations 



Blotter copy 
should be brief 
and interesting 



Current calendar 
month aid in 
getting blotter 
preserved 



letters occurring when the non-coated 
blotting side is used by mistake. 

The coated type of blotter is used when 
halftones are to be printed on the blotter. 

In designing blotters the first demand 
should be to attract attention. Many ad- 
vertisers hold that illustrations are the 
most effective material blotters can carry, 
and select striking two-color cuts to catch 
the eye and suggest an idea which a few 
words supplement. The blotter is useful, 
and lays on the prospect's desk, under his 
eye for an indefinite time, it is assumed, 
and a good display should be seen. 

Halftones of interesting features of the 
factory or the products or line drawings 
may be used. Cuts designed especially to 
attract attention are often extremely ef- 
fective even when they have no bearing 
on the proposition advertised. 

The copy, in display blotters should be 
brief. One sales idea should be presented 
in each blotter — and that presented in as 
forcful a manner as possible, in copy and 
display. 

" This value can be made greater, 

possibly, by printing the current calendar 
month on each monthly issue, and releasing 
the mailing the first of each month. Some 
manufacturers run a few words of copy re- 
garding a specific feature of the business in 
each issue, and believe that, over a twelve 
months' period, the blotters serve to keep 
them before their list in an excellent man- 
ner." 1 

The type set-up of blotters is very im- 
portant. There is an opportunity for dis- 

^ail Advertising Data Book. 



INTENSIVE SELLING 115 

play of originality, striking effects and Set-up and style 
good taste in the composition. The type should conform to 
and the style of set-up should conform hst a PP ealed to 
to the business advertised. The blotter 
advertising a tailor, catering to sporting 
men, must necessarily differ from the 
blotter used by a jeweler and catering to 
discriminating women. 



PART EIGHT 

PLANNING COPY AND PREPARING LITER- 
ATURE TO PULL BEST RETURNS 



Great care should 
be given copy for 
enclosures 



Periodical 
changes keep 
sales suggestions 
systematically 
before field 



Since the effect made by an enclosure 
depends upon the impression made on 
the person receiving it, when a given 
enclosure reaches a prospect several 
times, over an extended period, its nov- 
elty wears off and it becomes ineffective. 

It is advisable to plan enclosures in 
series for six months or a year ahead of 
time — to give deliberate thought, care and 
the necessary time to the development of 
the ideas and copy that go into a series of 
enclosures. 

It should always be remembered that 
the measure of value in enclosures is 
what they zvill accomplish for the adver- 
tiser. Ample time, care and reasonable 
expense expended for enclosures should 
come back many times over in profitable 
impression made on the mailing lists. 

After the series of subjects chosen for 
the enclosures has been decided on, the 
copy prepared and the enclosures printed, 
the enclosures should be released one each 
month, or according to some plan of 
periodical rotation that will provide a 
systematic change of enclosure at fre- 
quent intervals. 

The designer of enclosures has the 
widest latitude as to originality. They 
may be mere slips of paper from an inch 



INTENSIVE SELLING 



117 



square to elaborate booklets which de- 
mand extra postage. 

A common and economical enclosure is Widest latitude 
a small slip of paper, preferably attractive f or Physical forms 
stock, printed on one side in two colors, 
with a few telling words well displayed. 
This style is simple and effective and 
economical. Some of the most profitable 
enclosures ever used are of this type. 

Unique folds or ingenious cut-outs in- 
crease the effect of enclosures because 
they strike the reader as unusual and the 
more quickly win attention. Since the 
manner of folding adds little or nothing 
to the cost, it is highly advisable for ad- 
vertisers to give thought and exercise in- 
genuity to taking advantage of attractive 
folds. 

In connection with the physical side 
of the enclosure and the prearranged plan 
of distribution, copy and illustrations are 
vital considerations. 

Striking designs, in one or two colors, 
add to the effectiveness of enclosures, as 
they serve to aid in catching the eye, sug- 
gesting the sales message at a glance, and 
shunting the attention into the type mat- 
ter. Cuts of products, diagrams, pictur- 
ing uses or advantages, or spotlighting Good cuts liven 
certain features of advertised products — and make 
so they are simple and quickly or easily distinctive 
read — make good material for enclosures 
that can be found available in almost any 
business. Stock cuts which are repro- 
ductions of high class artwork are a 
source of pleasing effect at moderate cost 
for advertisers who strive to get the 
utmost from their appropriations. 



Striking designs 
help to win 
attention and 
give sales value 



118 



INTENSIVE SELLING 



How to determine 
economical sizes 



How to print 
enclosures with 
other forms — 
saving cost of 
presswork 



"The effective enclosure usually shows an 
illustration or cartoon that suggests an idea 
to the eye in a two second glance — whets the 
interest to read the brief appeal and registers 
an impression of the advertiser and his prod- 
uct upon the mind of the reader." 1 

The size of enclosures is usually deter- 
mined to considerable extent by the stock 
sizes of different book, cover and bond 
papers. It is economy to figure the size 
of enclosures to cut to advantage, with- 
out unnecessary waste. The sizes may 
be cut to advantage from the following 
sizes of stock: cover and book papers — 
26 by 29, 24 by 36, 25 by 38, 28 by 42, 
32 by 44 ; bond papers, 16 by 21 ., 17 by 22, 
18 by 23, 19 by 24, 17 by 28. Some stocks 
come in only two or three of these sev- 
eral sizes. 

By planning ahead of time — having 
copy prepared and cuts secured — large 
printing jobs come through frequently 
which demand a strip of wasted stock — 
frequently very high priced stock. 

In such cases copy can quickly be set 
up to conform to the dimensions of the 
waste stock, and they may be run off at 
the same time the jobs are run. 

When cover stock is run, the waste can 
be utilized in printing return postcards, 
effecting a material saving; and as well, 
very frequently, in making especially at- 
tractive postcards possible at practically 
the cost of composition. 

It is logical to believe that if enclosures 
are worth preparing at all, they should 
be prepared just as attractively and force- 

'Homer J. Buckley: Address before Ad Club at De» 
Moines, la. 



INTENSIVE SELLING 



119 



fully as possible. They should be made 
striking and distinctive — so they will be 
seen, and win favorable attention — and 
be convincing in copy, so that they will 
deliver a message that will prompt busi- 
ness. 

Effective enclosures depend, next to 
the manner of distribution, upon, first, 
the arguments used, and second, the way 
they are set forth. 

Copy for enclosures should be pre- 
pared entirely from the viewpoint of the 
group designed to receive the literature 
and whom it is sought to interest. The 
viewpoint should be: "What will the 
machine do for me?", "Why is the serv- 
ice worth $100 to me?", "Why is that 
feature advantageous — to me?", "Will 
that device prove a profit-maker for me 
— in my plant?" 

The buyer cares little about informa- 
tion as to the size of the advertiser's fac- 
tory, the number of years the firm has 
been in business, the medals awarded for 
conspicuous merit. What the advertiser 
is interested in is information as to the 
advertised proposition applied to him or 
to his requirements. 

Bearing this in mind, the copy for en- 
closures, the object of which is to inter- 
est indifferent prospects, should be de- 
signed to do three things : 

First: the subject of the enclosure 
should be determined. It is generally 
best to design each enclosure to exploit 
some one definite point or feature of the 
proposition, or, at least, to feature some 
special talking point. The wisdom of this 



Careful thought 
should be 
given copy 



Copy should be 
written from the 
standpoint of 
the "other man" 



Safest plan to 
follow in building 
good enclosures 



120 



INTENSIVE SELLING 



Give enclosure 
features to com- 
mand attention 



Mission of cover 
to catch the eye 



Good illustrations 
assist in making 
cover effective 



is apparent : it concentrates on some one 
strong buying argument or feature rather 
than confusing the prospect with a num- 
ber of points. In a series of folders a 
succession of sales points can be made, 
one at a time, and each one impressively. 
The ultimate effect is satisfactory. 

There are instances where the enclo- 
sure should cover all features of the 
proposition with uniform display. Where 
such enclosures are used there is more 
resistance to be overcome and direct re- 
sults are lessened. 

Having selected the point to be cov- 
ered or the idea to be exploited in the 
enclosure, the next step is to design a 
layout that will attract attention. The 
safest plan, in doing this, is to employ 
good artwork on the cover — or, by using 
cuts, to show a pleasing originality in 
designs or copy. 

The mission of the cover or front panel 
of the enclosure is to attract the eye and 
hold attention. It is well to have a few 
words of lettering suggestive of the idea 
presented : the design can carry out that 
suggested thought. However this is not 
necessary. A strong eye-arresting cut, 
with a semi-illustrative value serves 
effectively for enclosures. The adver- 
tised product can be illustrated on the 
covers of enclosures, by halftones or line 
cuts: but it is advisable to have a figure 
connected with the machines or other 
products advertised to suggest action, and 
give the enclosure life. 

"A folder brings results in direct relation to 
its original or striking makeup, idea or copy. 



INTENSIVE SELLING 



121 



The outside of the folder is most important. 
Secure a design that will invite the reader to 
look inside. Employ a catchline that applies 
to your proposition, and yet shows the receiver 
that the offer inside is one that means money 
in his pocket to investigate. Sometimes at- 
tention may best be secured by arousing curios- 
ity. For example, a folder that produced the 
greatest number of inquiries within the expe- 
rience of the manufacturing druggist who is- 
sued it, had as its outside title the words : 
"Why did you study Pharmacy?" Many times 
a folder is read and kept because it contains 
some suggestions to the recipient for adver- 
tising his own business. Just remember that 
while your whole story is very brief to you 
it's a long and usually uninteresting tale to 
the prospect, therefore, the briefer you can 
make it, and yet tell convincingly of one or 
two advantages of your product or plan, the 
greater the results." 1 

On the inside, pictures and copy should 
present the chosen selling thought in a 
strong, easily read, type set-up. While 
a limitless license is given in the se- 
lection of stock and style of com- 
position, and nature of the presenta- 
tion depends upon the product advertised, 
it is well to strive to suggest the main 
idea of the story in headings, and back 
these headings or displayed lines with de- 
tails in smaller type. The advertiser may 
be fairly well assured, when this is done, 
that the reader, no matter how quickly 
he scans the page, should get the gist of 
the message. Should the brief captions 
strike his interest he can read further. It 
is obvious, under these conditions, that 
a halftone reproduction of an article ad- 
vertised counts for more than many 
words. Arthur Brisbane has the idea 

l "Salea Promotion by Mail," by Gridley Adams. 



Have catchlines 
that will chal- 
lenge interest 



Telling the story 
inside — 



Make every 
caption tell 
something 



122 



INTENSIVE SELLING 



Put the idea in 

quickly-read 

headlines 



How one copy- 
writer works 



Another plan to 
combat objections 



when he says: "A picture counts for 
more than a million words — if it is good." 

The value of headlines and sub-heads, 
used in enclosures, lies in their stating 
facts in a few words. Headlines inserted 
merely to attract the eye serve the pur- 
pose weakly. A single word, such as 
"Look," "Moreover," "And then," "Mil- 
lions" — words beginning a sentence or 
combinations of words that do not, in 
themselves, state a vital thought, serve 
only half their purpose. 

One able ad-writer, after selecting the 
subject for his enclosures, classifies his 
material, and writes down in a brief list 
the important facts of the proposition. 
These he arranges in such sequence 
that the headings alone briefly tell the 
story from the beginning to the final ap- 
peal to mail back the postcard. Under 
the several headings and sub-heads it is 
only necessary to amplify the thought. 

Another advertising man follows an- 
other plan. He does not draw his copy 
material from the positive facts he has 
regarding the proposition. He does not 
list the advantages of a product and play 
them up, but he lists the objections and 
works out copy to combat these points. 
In doing this, the theory is that the re- 
sistance is knocked from prospects and 
the selling appeal at the climax should be 
more effective. 

It is a mistake to attempt to say too 
much in an enclosure. Too much type 
reduces sales value because fewer people 
will read it. By curtailing copy to a 
reasonable limitation the advertiser will 



INTENSIVE SELLING 



123 



have more white space, better display, 
and a few points well brought out, which 
are more effective in producing results 
than many points hidden in a confusion 
of phrases crowded in small type. 

There are four elements to be con- 
sidered in enclosures, as there are in sales 
literature of other types. Attention must 
be secured, interest must be awakened, 
desire must be created and action must 
be induced. 

"On the cover or first page of the enclosure 
interest must be awakened — it is this that 
catches the eye first. This should be striking 
in design, type arrangement and colors. The 
wording should be carefully chosen to make 
a point of contact with the group appealed 
to, and interest sufficiently to cause the reader 
to turn back the cover and look further. 

"On the inside, in headings and sub-heads 
and pictures, the message should be suggested. 
Details in smaller type should supplement the 
display lines and present phases of the propo- 
sition to strike interest and create desire to 
investigate further, to own the article or to 
call at the store. 

"The entire appeal should lead up to a 
climax in the suggestion to write for particu- 
lars or do something definite. An enclosed 
or attached postcard or order blank or cou- 
pon are favorite devices for facilitating re- 
plies through enclosures where direct replies 
are desired." 1 

The object of many enclosures is sim- 
ply to secure publicity or impress some 
distinctive idea, feature or service on the 
prospect, and no direct reply or order is 
solicited. In enclosures where a direct 
return is sought portions of the enclosure 
can serve as an order blank. 

Udeas: No. 1, by Flint McNaughton. 



Story should be 
told in fewest 
words — brevity 
means more 
readers 



Every sales 
enclosure should 
measure up to 
this plan 



Enclosures seek- 
ing direct reply 



124 



INTENSIVE SELLING 



War ruling on 

postcard 

dimensions 



Every advertiser 
should know 
facts about 
postcard rules 



On such portions a request for litera- 
ture, sample or information or order can 
be placed, with the customary spaces re- 
served for signature and address of the 
inquirer. To facilitate the securing of 
inquiries when there are several offers 
or services, a list of such services is cus- 
tomarily provided, with check spaces so 
that any desired information may be eas- 
ily indicated- 
Return postcards are placed on the 
same footing under the war postal rul- 
ings as government postal cards, so far 
as postal rates are concerned. 

The governmental ruling to the word- 
ing on the face of the postcard is that 
the word "Postcard" must be used, but 
this is varied by advertisers into "Private 
Postcard" and other wording which 
serves to give a character to the card 
and yet does not likely violate the broad 
federal ruling. 

They may not be larger than 3 T % by 
Sj% f nor smaller than 2^4 by 4 inches. 
They are subject to a two cent rate 
whether they bear a printed or a written 
message. 

When the card bears the wording "Post 
Card" or "Private Mailing Card" and 
does not come within the sizes indicated, 
the rate will be two cents if the card be 
entirely printed, for city delivery, and 
three cents if wholly or partly in writing 
for outside delivery. 

Cards not within the sizes indicated, 
and not bearing the words "Post Card" 
or "Private Mailing Card," will be car- 



INTENSIVE SELLING 



125 



ried for one cent if entirely printed, and 
two cents if the message be written. Size 
has now become a governing factor in 
the classification of postcards. 

It is always safest to get a ruling from 
the postmaster as to the postcard prob- 
lem that arises, as an error is liable to 
be seriously expensive. 

When government postal cards are 
used in large quantities, it is economical 
to print up a number of cards at each 
impression ; this permits presswork to be 
cut down. For the convenience of such 
users, the government provides postal 
cards, through all postmasters, in sheets 
of forty-eight cards, to be printed and 
cut after printing. 

Nearly every business has copy mate- 
rial for effective enclosures. Scores of 
selling thoughts can be shaped up in en- 
closure form and found effective in in- 
fluencing business. 

"Varying seasons bring on demand for sea- 
sonable needs or special lines. Economical 
and sales-influencing publicity can be given at 
moderate cost through enclosures prepared 
with an eye to timeliness. 

"In the spring, when the ground thaws out 
and earth-working commences is the demand 
time for many tools and lines of machinery. 
Enclosure distribution, through available chan- 
nels, beginning the last of January, exploiting 
the advertised products and soliciting orders 
is a splendid propaganda. 

"Makers of jewelry, outing goods, summer 
season machinery and warm weather products 
do well to start enclosures going out early in 
March. Likewise, each season can be antici- 
pated and effective enclosures advertising 
done. 



Where to find 
ideas for copy 



Plans*f or reach- 
ing the right 
individual 



126 



INTENSIVE SELLING 



How different 
lines develop 
business through 
enclosures 



Select a series 
of points — 
features of your 
business — ' 



— write them up 
as enclosures 



"Progressive banks recognize the value of 
timely enclosures sent out monthly, sugges- 
tions designed to bring back more business. 
They suggest bank-books as birthday presents 
or gifts for Christmas, special notices of dis- 
count or news features. On account of the 
bank's distribution possibilities, when en- 
closures are strong, the results are excellent 
in general publicity and often produce trace- 
able business. 

"Department and other retail stores use en- 
closures in many ways. Seasonable advertis- 
ing through enclosures can be done to advan- 
tage and a valuable distribution secured 
through invoices and statements and letters, 
in packages, in waiting rooms and through 
other agencies." 1 

Subject matter for enclosures, collected 
after careful consideration of the require- 
ments of manufacturers, wholesalers and 
retailers and special service institutions 
such as banks, brokers, and other lines of 
business is suggested by the following list. 
These are common topics on which en- 
closures can be built. 

From this list the advertiser can 
select subjects covering phases of his 
business that can be exploited advan- 
tageously through enclosures. This list 
should serve as a guide or basis, in pro- 
viding subjects for a series of enclosures 
to be distributed over a period of time. 

— accuracy 

— adaptability of products to different uses 
— advertisements of different products 
— advertising "dealer help" literature and 

plans 
—advertising plans 

— ask for booklet or literature or sample 
— bank references 
— catalogue, send for it 

Uudicious Advertising: "Making Printed Enclosures a 
Selling Influence," by Flint McNaughton. 



INTENSIVE SELLING 127 

— comparisons as to work or results 

— "Comeback" devices 

— comfort 

— convenience 

— cost of maintenance 

— diagrams 

— demonstrations 

— dependability 

— different departments 

— directions for operation 

— easy operation 

— economy in first cost 

— economy in long run 

— educational articles as to processes or 
manufacture 

— educational talks 

— equipment 

— factories TJ « . , 

—factory facilities J; deas * hlc £ can 

— features of products or operations J?e U a » S basis 

—guarantee for copy in 

—health preparing 

—history of house enclosures 

— how demand is being created 

— illustration of catalog, booklet or litera- 
ture to be sent for 

— illustrations of products 

— illustrations of applications of products 

— individuals in organization 

— invitations to call and investigate 

— listing products or services 

— location advantages 

— mail back postcard 

— methods of manufacture 

— news articles reproduced 

— persuasive arguments 

— photos of salesmen used as "hook-up" 

— policy of house 

— prestige of house 

— price 

— price lists 

— prompt delivery 

— protection for buyer 

—purity 

— reasons for value Changes 01 sea- 

— reference to national and trade paper sons provide 
advertising co P v appeals 

— results of tests 

— results of use 



128 



INTENSIVE SELLING 



Copy suggestions 
for enclosures 
for all lines 
of business 



Making use of 
type-matter 
used in the 
house organ 



Originality very 
important in 
enclosures 



— sanitation 

— satisfaction given 

— service 

— size 

— special lines of goods 

— special offers 

— special uses 

— speed 

— store 

— stories of making 

— styles 

— suggestion to recommend 

— suggestion to reorder 

— suggestion of selling ideas 

— superiority 

— technical advantages 

— testimonials 

— utility 

— use 

— views of factory, plant, house, store, etc. 

— views of departments of plant, house, 

store, etc. 
— value 

Some concerns issuing house organs 
"lift" portions of linotype matter cover- 
ing short and important articles and have 
impressions run off on proof paper. These 
are used as enclosures. The effectiveness 
of these enclosures depends entirely upon 
the interest-value of the copy. This idea 
often works out to great advantage. 
Aside from the value of the enclosure, 
an indirect reference to the house organ 
can be made in the credit line or in the 
form of a note at the bottom. 

Originality counts in enclosures; it is 
this that is especially effective in catching 
attention and that makes the message 
seem different from the usual and there- 
fore conspicuous. Almost any business 
can find new and novel ways of present- 
ing the often prosaic proposition. 

An example of an enclosure that com- 



INTENSIVE SELLING 



129 



mands attention on the strength of its 
novel presentation is described here: 

**. . . obtaining the business envelope and 
the billhead of the electric light and power 
company in the town where a certain manu- 
facturer had installed Hyatt bearings, these 
enterprising gentlemen actually made out a 
bill in the conventional manner for the power 
consumer — month ending so and so, itemized 
and formally correct. At the foot of the bill 
a few crisp statements were handwritten, as if 
at the last moment, by someone wishing to em- 
phasize the economy of the procedure. For 
this bill for power was not as large as the 
previous bills and Hyatt roller bearings were 
responsible. 

"My curiosity was piqued when I saw the 
envelope. The light and power company sig- 
nature on it alone would have prohibited 
throwing it away. The bill inside was quite 
as formidable, interesting and convincing." 1 

A motor car company, working on an 
important follow-up list, was extremely 
desirous of establishing a regard in the 
prospect for the utmost conservatism. 
This was done by sending the following 
memo with a marked booklet : 

"Our President put that blue X cross after 
the second paragraph of the third page of 
the enclosed folder. He was afraid our super- 
intendent had overstated a fact. The super- 
intendent called in the car of a user and tested 
it for our president's satisfaction. Now Mr. 
Walker wants you to particularly note this 
paragraph. Find a man who is running a 
and let him show you." 

It is important, in sending requested 
information, that the mail matter sent 
goes to the individual who has asked for 
the information. One advertiser does 
this by placing a notice in the upper left 

^Printers' Ink: "New Ways of telling Old Stories in 
Letters," by W. Livingston Lamed. 



Novel plan that 

commands 

attention 



An interest- 
winning plan 
that suggests 
conservatism 



Getting literature 
to the right 
individual 



130 



INTENSIVE SELLING 



The "Card of 
Introduction" idea 



Making use of 
testimonials 



hand corner of the envelope to the effect 
that: "This is sent at the request of Mr. 

." This notice, reproduced in bold 

handwriting is conspicuous. All the clerk 
has to do in sending out the letter, is to 
fill in the name of the individual who in- 
quires. 

Another original idea for securing at- 
tention was practiced by a health devel- 
opment concern in advertising their sys- 
tem for building up the body and main- 
taining health. Their advertisement was 
reproduced in the form of a blue print, 
showing a graphic diagram of the mech- 
anism of the human body. This sug- 
gested the idea of building better bodies. 
It was accompanied by a letter which in- 
troduced the subject. 

A wholesaler of furniture and house- 
hold goods seeks to stimulate retail trade 
with a selected list of hotels and larger 
rooming houses by enclosing a card, in 
connection with a letter reading : "Card of 
Identification." The card further states : 
"This is to certify that the party whose 
signature appears below is proprietor of a 
hotel or rooming house and is entitled to 
a special low contract price based on the 
quantity needed." Below this is a line, 
with the request in small type: "Sign 
your name here." 

An important weapon in selling pro- 
spective buyers is the letter of testimonial 
from satisfied customer. This is strong 
evidence as to the worth of goods and 
provides material for enclosures. 

Small folders are prepared, with an il- 
lustration or display on the cover and tes- 
timonial letters on the inside panels. 



INTENSIVE SELLING 



131 



Some manufacturers take advantage 
of the psychological effect of a letter by 
having their testimonial letter reduced to 
convenient size to fit into envelopes with- 
out folding. This gives a bonafide ap- 
pearance to the testimonial that is valu- 
able. These can be pinned to the letter 
in such a way that, in order to see the be- 
ginning of the letter, it will be necessary 
to lift up the enclosure, thus assuring it 
extra attention. 

This practical idea is carried still fur- 
ther by a manufacturer appealing to poul- 
trymen and farmers. He reproduces tes- 
timonial letters together with facsimile 
reproduction of checks covering re-orders 
for the product. This is conclusive evi- 
dence that the goods have given the buyer 
satisfaction; it should have a strong ap- 
peal to the prospective buyers. 

One retailer of haberdashery got excel- 
lent results by sending to a selected list 
a letter calling attention to his line of 
silk socks and enclosing a handsome sock 
for one foot. The letter stated that if 



Making use of 
illustrations 
of money 



A haberdasher's 
scheme 




^FortDeartomNatloitalBaiiXi-u) n»«»«ci siyctaoi ca j 

Chicago. IU.j Jt^ * J 



■ QsmJHYT^T^LVDS«lNCSBLlNK »••' 



Examples of checks used in forcing replies by suggestion of money value 
effective devices described in these pages. 



132 



INTENSIVE SELLING 



Working on 
curiosity 
effective plan 



Check marks to 
give personal 
attention effect 



the prospect would buy half a dozen pair 
the retailer would provide the mate for 
the sample enclosed. This gave the pur- 
chaser seven pairs at the price of six. 

"Now, to fix attention, arouse curiosity and 
get the man to read carefully what you have 
said. To do this I have employed a number 
of devices. The use of a small sample of blue 
serge offered, pinned to a corner of the letter, 
has been most successful." 1 

A wholesale liquor dealer, seeking to 
give especial impressiveness to a side line 
proposition, advertised in a circular which 
was sent broadcast, placed the enclosure 
inside a manila envelope on which 
he had printed in red ink a large question 
mark. The idea was to arouse the recip- 
ient's curiosity and give the enclosure 
within the envelope a better chance to 
command attention. 

A trust company, in answering in- 
quiries as to its mortgage bonds sends a 
letter enclosing a booklet and an appli- 
cation blank, with the name and address 
of the prospect filled in. A check mark, 
penned in, calls attention to a space to 
be filled in by the prospect. This precise 
suggestion is found effective. 

"... a further touch was added by the 
use of the order cards mentioned in these let- 
ters. Each card bore on its upper left hand 
corner a check mark made by a red pentil. 
This was for the purpose of bringing these 
orders directly to my desk when they came in 
the mail." 2 

In order to combat the waste basket 

^Printers' Ink: "Making Circular Letters Personal," by 
L. B. Elliott. 

^System: "80% of these Letters Succeeded," by Carroll 
D. Murphy. 



INTENSIVE SELLING 



133 



danger and gain the letter attention, a 
manufacturer of motors frequently at- 
taches an imitation typewritten slip to the 
corner of form letters. The memoran- 
dum reads : 

"The waste paper basket ! That's the easiest 
way to dispose of this letter. But the easiest 
way will never increase your sales or profits. 
Don't miss a real opportunity by taking the 
easiest way. Take the time to read this letter. 
We want you for a good customer, but only 
after we have convinced you that you need 
Crocker Wheeler Motors. Read and be con- 
vinced." 

Another endeavor along this line is 
practiced by a printing house. They issue 
an attractively printed slip which they 
clip onto their form letters. Its text: 

"An Explanation ! The letter enclosed here- 
with is a form letter, but it is none the less 
worthy of your personal attention. We have 
a mailing list of whose personnel we are 
proud, and if our perseverance in calling our 
facilities to your attention should at any time 
be annoying, we beg indulgence on the score 
of our real desire to serve you — a desire 
springing from the knowledge that only there- 
by may we serve ourselves." 

A valuable enclosure application for 
securing attention is found in the use of 
enclosures on which a special memoran- 
dum or message is reproduced. These 
frequently appear on forms used for office 
memorandums, headed "Memo," "Office 
Memorandum" or "Data Sheet," with 
various lettering and blank spaces for the 
name of the party addressed, the subject, 
date and signature of sender. These are 
frequently printed on tinted stock to con- 
trast with the white letter to which it is 
attached. 



Using frank 
appeal to win 
reading 



Plan used by a 
printing house 



Memorandum 
forms used as 
enclosures 



134 



INTENSIVE SELLING 



Win special 
attention through 
personal appeal 



Imitation hand 

written 

enclosures 



Hooking up 
booklets with 
suggestion to act 



These have a decided value in gaining 
special attention to the literature to which 
they are attached, because of the sugges- 
tion of personal communications which 
the memorandum slips carry. The mes- 
sage on them is brief and quickly read. 
This message tends to arouse interest to 
the extent of reading further details of 
the communication in the letter to which 
they are pinned. 

A variation of this plan is found in en- 
closures bearing imitation hand-written 
memoranda. A motor car manufacturer 
employs this device, attached to a several- 
page letter communication. One such 
slip, in the handwriting of the president, 
reads : "This is for your own confidential 
information, so that you may know the 
present situation concerning the shortage 
of Packard Cars." 

A manufacturer sends out a card, with 
a booklet illustrating white enameled 
scales. The card reads : 

"A Christmas Suggestion! Have you 
thought of a beautiful white enameled scale 
for the bathroom as a Christmas present? We 
can furnish one directly from our factory from 
$15 to $21. We shall be pleased to have you 
look over the enclosed pamphlet, and either 
telephone or write us." 

A steel company in Chicago gives 
prominence to special features which are 
announced from month to month by tip- 
ping a slip on the covers of the house 
organs in which their announcement is 
made. 

Another house organ editor gives 
special prominence to notices by having 



INTENSIVE SELLING 



135 



the notice printed in chosen colors of 
stock and inserted as a slip enclosure in 
the house organ. 

On the theory that "Money talks" vari- 
ous order blank schemes are arranged, 
whereby the physical basis of the device 
is a check or a rough imitation of cur- 
rency in the shape of a coupon. 

To insure the interest of the prospects 
and to remove resistance to initial orders 
checks are made use of in the mail selling 
plans of many firms. 

One Chicago liquor dealer made an 
offer of one barrel containing one hun- 
dred and twenty bottles of his goods to 
prospective dealers, with the understand- 
ing that, to introduce the goods to them, 
on all first orders a rebate of sixty cents, 
or the price of twelve bottles, would be 
allowed them. As evidence of this, a 
check for sixty cents was enclosed, en- 
tirely bonafide except for the signature of 
the advertiser. The actual check form of 
this appeal suggested, in its physical ap- 
pearance, a cash rebate, and was an influ- 
ence in securing highly satisfactory 
results. 

A similar idea is referred to by the 
following extract reference to a check 
enclosure scheme tested out against a 
"coupon" idea on a letter by a manufac- 
turer of veneer: 

"My first letter was a double page affair 
with a coupon in the corner, and a big red 
arrow running through the whole thing. This 
was supposed to direct attention to the coupon. 

"It went out first class and we got about 



House organ 
methods 



Using a check 
enclosure to 
bring first orders 



Test of letter and 
coupon against 
letter and check 



136 



INTENSIVE SELLING 



3% returns from 
letter compared 
to 37% in favor 
of check enclosure 
mailings 



fifty replies, better than 3%, and all were worth 
while concerns. We sent them all a sample. 

"I wrote another letter. It was processed 
on a plain letterhead, bearing an illustration of 
our box, and read as follows: 

" 'When John Wanamaker said, "Time is 
money," he certainly hit the nail right on the 
head. 

" 'Both your time and our time is money. 

" 'We are willing to pay for your time, and 
for this purpose we are enclosing our check 
made to your order for 30c. 

" What we want you to do is to endorse this 
and mail it to us. We will accept it in pay- 
ment for the express on a sample Goo Ship- 
ping Box, and in addition to this we will fur- 
nish the box. 

" 'We want you to see a sample of this 
package because we feel sure that it will help 
you in your business. The Goo Shipping Box 
has been increasing and holding trade for a 
large number of concerns, foremost among 
which is the National Candy Co., of St. Louis, 
Mo. They have purchased a carload a month 
for over a year. 

" 'You owe it to yourselves to at once endorse 
the check and mail it to us. And then you 
should carefully examine the possibilities of 
the sample Goo Box which we will send you. 

"'Very sincerely,' 

"With the letter went a check, properly filled 
in and signed. The amount was 30 cents. 

"A total of 37% of the sixteen hundred 
names came across and either told us that we 
might send a sample or told us there was no 
chance of their using the package." 1 



^Postage: "Selling a Mercantile Accessory by Mail," by 
A. D. Patchen. 



INTENSIVE SELLING 



137 



Advertisers have used the "time 
is money" appeal in gaining attention to 
their letters. Where an important propo- 
sition was placed before a selected list, 
from which responses meant profitable 
business, one dollar bills have been en- 
closed for the purpose, the letter states, 
of paying for the necessary time required 
in giving attention to the letters. Cur- 
rency, as an enclosure undoubtedly se- 
cures one hundred per cent attention to 
the letter. A large per cent of the bills 
usually come back, with letters that serve 
as the desired "leads." 

"A company selling stationery supplies re- 
cently sent out an advertising letter which 
received immediate attention and which was 
very effective. 

"The letter was registered, and the first 
thing that met the eye of the man who opened 
it was a crisp one-dollar bill, attached to which 
was the statement that the money was sent 
to recompense the recipient for the time re- 
quired to read the letter carefully." 1 

This idea is used with dimes instead 
of dollar bills, and one publishing house 
has made use of bright pennies, attached 
to the letterhead, to defray the return 
postage. 

^Postage: "Some Successful Sales-Letter Strategies," by 
Louis Victor Eytinge. 



Making money 
talk and bring 
orders 



Buying interest 
with money 



138 



INTENSIVE SELLING 



To publications 



To individuals 



To business houses 



ACKNOWLEDGMENT 

Indebtedness is acknowledged to many 
individuals, publications and business 
concerns for valuable information and 
interesting statements bearing on the 
phases of intensive advertising and sell- 
ing treated in the pages of this book. 

Among the publications we have reproduced 
extracts from Printers' Ink, Advertising & 
Selling, System, Postage, Selling Aid, the 
Mailbag, Impressions, Judicious Advertising, 
New York World, Progressive Papers, Ous- 
ley's Magazine, Sales Promotion by Mail, 
Associated Advertising, Direct Advertising, 
Mail Advertising Data Book, and Ideas, a 
house organ. 

Among the individuals who have given val- 
uable information and to whom reference is 
made in these pages may be mentioned : Homer 
J. Buckley, H. J. Barrett, Geo. W. Billings, 
Norman Lewis, Maxwell Droke, Cameron 
McPherson, Wm. H. Herring, Louis Victor 
Eytinge, H. I. Wildenberg, James Wallen, Tim 
Thrift, A. H. Billstein, Lewis E. Kingman, 
C. D. Crain, Jr., Mac Martin, J. A. Priest, 
Gridley Adams, H. T. Wheelock, Derby Brown, 
W. Livingston Larned, Carrol D. Murphy, 
L. B. Elliott, A. D. Patchen, W. P. Warren, 
Arthur Gray, Robert C. Fay, John H. Clayton. 
Robert E. Ramsay, Paul M. Bryant. 

Indebtedness is also acknowledged to the 
following business concerns from whose liter- 
ature extracts have been reproduced or ideas 
borrowed : Buckley, Dement & Co., Chicago ; 
Hampshire Paper Co., South Hadley Falls, 
Mass. ; Burroughs Adding Machine Co., De- 
troit, Mich.; Schulze, "Making Letters Pay 
System;" S. D. Warren & Co., Philadelphia, 
Pa. ; Ross-Gould Company, St. Louis, Mo. 



ALPHABETICAL SUMMARY 



A 

Adding stability to business by- 
weakening salesmen's personal 
control through advertising 12 

Advantages of house organ blot- 
ters 1 1 1 

Advantages of supplementary mail 
selling campaign to aid sales- 
men 12 

Advertising coming events through 
poster stamps and stickers 33 

Advertising in United States — total 
annual expenditures 3 

Applications of enclosures to many 
uses 21 

Assisting dealers to build trade — 
through co-operative advertising.. 15 

B 

Bankers experience in enclosure 
advertising 25 

Blotter grams — what they are and 
where advantageous 11 

Blotters — advantages as advertising 
mediums 103 

Blotters — advantages of planning 
in series for best results... 104 

Blotters — as dealer aid mediums.. 110 

Blotters — copy should be given 
careful thought 104 

Blotters — how good illustrations 
produce better results 1.114 

Blotters — how to determine stock 
sizes that cut to advantage 113 

Blotters — how to secure distribu- 
tion 104, 105 

Blotters — importance of good blot- 
ting stock 113 

Blotters — plans for making blotters 
seen and retained 103 

Blotters — secrets in copy prepara- 
tion 114 

Blotters — used to announce mail- 
ings of catalogs 109 

Blotters — using calendars as inter- 
est-aids 1 14 

Blotters — where to find good copy 
108 

Blotters — wholesaler's plan for tak- 
ing advantage of personality of 
traveling salesmen 101 

Booklet titles that arouse curiosity. .100 

Booklets — advantage of — in con- 
nection with letters 94 



Booklets — advantages over sales- 
men 86 

Booklets — as effective sales medi- 
ums 86 

Booklets — distribution always avail- 
able _ 86 

Booklets — distribution can be found 
where 86 

Booklets — effective as enclosures.. 48 

Booklets — expense conserved by 
designing so no envelope is 
needed : 93 

Booklets — how influenced sale in 
Saturday Evening Post adver- 
tisement 91 

Booklets — how salesmen can use 
them to advantage 86 

Booklets — how distribution should 
be planned 87 

Booklets — how to make education- 
al mediums in follow-ups 90, 91 

Booklets — how to select best 
stock 97 

Booklets — insuring them reaching 
proper persons 95 

Booklets — issued in series over a 
period of time 87 

Booklets — making more effective 
through return postcards '..... 93 

Booklets — marking portions to 
make particular appeals win 
especial interest 95 

Booklets — physical style — odd siz- 
es 96 

Booklets — plan of bookdealer for 
getting — read 95 

Booklets — plan for getting special 
attention 102 

Booklets — read from selfish inter- 
est 92 

Booklets — stock from which best 
cut 97 

Booklets — style should be suited 
to proposition advertised 98 

Booklets — test showing compara- 
tive value of booklets and other 
enclosures 48 

Booklets — use of cuts to win at- 
tention 101 

Booklets — used to determine value 
of trade paper advertising 88 

Booklets — used to increase inquir- 
ies from magazine and trade 
paper advertising 88 

Booklets— valuable as means of 
explaining proposition to inquir- 
ers 90 



140 



INTENSIVE SELLING 



Booklets — value of color in print- 
ing 101 

Booklets — why they pull better 
than folded enclosures 49 

c 

Calendars for desk use as enclos- 
ures in house organs 84 

Captions — suggest the sales idea in 

captions or subheads 121 

Catalog expense conserved by hav- 
ing booklets serve as catalogs for 

lines of goods 94 

Catalogs — getting them preserved.. 32 
Catalogs — how wholesaler increas- 
ed sales 25% through supple- 
mentary mail order methods 12 

Catalogs — use of poster stamps to 

get distribution of special 37 

Census figures as to printing in- 
dustry in 1914 6 

Check enclosures with letter in- 
crease returns ten times 135 

Checks — in facsimile as induce- 
ment to order 63 

Checks — getting advertising 

through distribution of checks.. 34 
Circular as enclosure— comparative 

value when used with letters 48 

Collection plan to induce prompt 

payment 26 

Complimentary ticket cards for in- 
teresting new customers 26 

Concentrating on one product 

through package inserts 67 

Conventions — taking advantage of 

events to cement trade 36 

Copy — brevity an advantage in 

most enclosures 123 

Copy — for enclosures — where to 

find ideas 125 

Copy — ideas for use in direct ad- 
vertising literature 126 

Copy — plan to follow in writing 

enclosures 1 19 

Copy — placing lengthy data before 
busy purchasing agents so it will 

be noted and retained 53 

Copy — printed display often more 

effective than letters 45 

Corporations — how advantage is 
taken of distribution of state- 
ments 39 

Coupons attached to premium lists.. 63 
Creating new business through 

package inserts..... 56 

Customers — cashing in on them by 
mail selling and advertising 13 

D 

Dealer aid — enclosures used to in« 
terest dealers through general ad- 
vertising prospects 35 



Dealers' clerks — reaching and influ- 
encing them to push goods 72 

Dealers — hooking them up to pros- 
pects for low priced commodity.. 35 

Dealers — influencing dealers 
through package inserts 71 

Dealers — made to force jobbers 
through package insert campaign 60 

Dealers — selling national advertis- 
ing to dealers through direct 
methods 15 

Devices for getting suggestions for 
house organ copy 78 

Direct advertising in U. S. — total 
annual expenditures 4 

Distribution of enclosures — large 
opportunity which costs nothing.. 19 

Distribution of enclosures — many 
channels that can be taken ad- 
vantage of 20 

E 

"Easy payment" plan used for in- 
teresting customers 28 

Effect of enclosure slips on those 
appealed to 53 

Enclosing carbons as spur to get 
prompt replies 29 

Enclosure series planned to accom- 
plish specific results — experience 
of one concern „ 21 

Enclosures — attached to letters by 
gummed slip 53 

Enclosures — distributed in house 
organs 73 

Enclosures — evidence they are seen 
by interested individuals in firms 52 

Enclosures — how one advertiser in- 
creased relurns 40% through en- 
closures 42 

Enclosures — how sales were in- 
creased 7 l / 2 % through enclosures 43 

Enclosures — how to place in evel- 
ope 51 

Enclosures — how to test out 42 

Enclosures — ideas for securing re- 
orders „ 64 

Enclosures — insuring their being 
inserted properly 53 

Enclosures — one better than sever- 

_ al 50 

Enclosures — opportunity for en- 
closures with letters 41 

Enclosures — used by telephone 
companies 24 

Enclosures — what they are 18 

Enclosures — where they may be 
used 41 

Envelopes as curiosity-arousers for 
enclosures 1 32 

Envelopes — when under weight, 
chance to win business through 
enclosures 41 



INTENSIVE SELLING 



141 



Essentials to observe in preparing 
enclosure copy 120 

Executives — 77% look over incom- 
ing mail personally 52 

F 

Fewer salesmen's calls necessary 
-when mail advertising supple- 
ments man selling 12 

Finding prospects for special lines 
of goods 38 

Finding prospects — how one manu- 
facturer secured 2,500 customers 
from 8,500 prospects 14 

Follow-up systems — what they are.. 15 

Follow-ups — importance of practical 
systems 15 

G 

Getting additional information for 
selling with inquiry 32 

Getting business that previously 
went to competitors — how whole- 

'. saler won it through catalogs 12 

Getting data retained — one manu- 
facturer's plan 53 

Giving especial personal element 
through check marks 132 

Gummed slips to remind stenog- 
raphers to enclose literature with 
letters 53 

H 

Haberdashers plan for interesting 
customers 131 

Hotels; — opportunity for subtle ad- 
vertising through enclosures 34 

House organ distribution — how to 
take advantage of it 73 

House organ enclosures — ideas for 
copy 73 

House organs — distribution of filing 
cards 84 

House organs — enclosing order 
blanks to suggest orders 80 

House organs — featuring special 
messages through tipped on slips 82 

House organs — finding out what 
kind of editorial matter interests 
the list most 77 

House organs — finding out which 
departments are liked the best.... 80 

House organs — getting sales infor- 
mation and leads for salesmen 
through enclosures 81 

House organs — giving notices spe- 
cial prominence 134 

House organs — methods for cor- 
recting mailing lists and keeping 
them up to date 78 



House organs — offering limited 
subscription to bring come- 
back requests 80 

House organs — plans for inducing 
dealers to sell goods through 
window displays 82 

House organs — p 1 a n for offering 
premiums for names of pros- 
pects 80 

House organs — plans to get house 
organs read by several individ- 
uals 81, 82 

House organs — possibilities for co- 
operative advertising through en- 
closures 83 

House organs — using return post- 
cards to get direct returns.......... 74 

How analysis of enclosure possibil- 
ities is made 18 

How enclosures are made to serve 
double purpose 23 

How coupons are used to build 
sales 63 

How direct advertising cuts cost of 
selling through men 11 

How direct advertising may be ap- 
plied 10 

How enclosures closed out stock of 
couches and dictionary 23 

How manufacturer increased sales 
and built up live mailing list 
through a booklet 92 

How manufacturer marketed new 
product through package inserts 
in spite of dealer opposition 58 

How one advertiser plans his blot- 
ter campaign 105 

How one firm reduced average of 
salesmen's calls to make sale 
from seven to five 11 

How one manufacturer made blot- 
ters effective in pulling business.. 106 

How one manufacturer met war- 
time economy demands 94 

How to determine economical sizes 
for enclosures and booklets 118 

How to get direct orders through 
enclosures 124 

How to get literature to the inter- 
ested individual 129 

How to select best stock for book- 
lets 97 

I 

Imitation hand written enclosures, 
when most effective 134 

Importance of hooking up booklets 
with suggestion to act 134 

Incoming mail — how many enclos- 
ures reach executives 52 

Increasing use of foodstuffs through 
suggested receipts 66 



142 



INTENSIVE SELLING 



Inducing customers to check more 
than one article 76 

Inquiries — getting prospective buy- 
ers into local dealers' stores 35 

Inserting enclosures in envelopes — 
one or two enclosures better than 
more 50 

Interesting customers in other lines 
through enclosures... .. 46 

Introducing a proposition by mail 
— plan used by financial house.... 47 

J 

Jobber co-operation secured through 

package inserts 60 

Jobbers — gaining their co-operation 16 
Jobbers salesmen — winning their 
interest through direct advertis- 
ing 16 

K 

Keeping dealers posted as to ad- 
vertising and goods 20 

Keeping sales ideas systematically 
before field 116 

L 

Leaflets — comparative value of leaf- 
let as enclosure when used with 
letters 48 

Letters and enclosures more effec- 
tive than letters alone 46, 49 

Letters — copy should arouse inter- 
est — details given on supplement- 
ary enclosures 44, 45, 46 

Letters — copy should be divided 
between letters and enclosures 
to insure highest reading 44 

Letters — double spaced letters often 
most effective 44 

Letters — opportunity for valuable 
enclosure advertising 41 

Letters — short letters most effective 
generally 45 

Letters — weak letters given strong- 
er pull through good enclosures.. 46 

Letters — when letters can be short,- 
when long 43 

Letters — why short letters often 
best 44, 45 

M 

Magazine advertising — how book- 
lets used to increase returns 88 

Mailing list — reducing general lists 
to known prospects 14 

Making impression given by book- 
lets valuable whether read or 
not 88 



Making use of facsimile check 
schemes to bring first orders 135 

Method of making house organs 
more effective by getting reading 
by more than one individual. ...81, 82 

Money — making use of — to secure 
attention of strangers 137 

N 

Name of friend as means to wedge 
into attention 48 

Narrowing down mailing list — how 
a list of 8,500 was reduced to 
2,500 in one mailing 14 

National advertising — getting deal- 
ers to take full advantage of 
such publicity 16 

New products — how demand was 
secured through mail order dis- 
tribution of package inserts 58 

o 

Order blanks as package inserts 64 

Orders secured direct through ad- 
vertising 10 

P 

Package inserts — advertising allied 
products to create increased dis- 
tribution 56, 67 

Package inserts — always seen when 
package is opened 56 

Package inserts — as developers of 
good will and prestige 68 

Package inserts — classifications of 
kinds 62 

Package inserts — enclosing samples 
of other products as means of 
securing new orders 68 

Package inserts — evidence shows it 
profitable 55 

Package inserts — great advantage 
of distribution 55 

Package inserts — how attached.... 55 

Package inserts — how products 
have been marketed through 58 

Package inserts — how publisher 
secured names of prospective 
buyers through package inserts.. 70 

Package inserts — how they brought 
names of dealers' jobbers 60 

Package inserts — logical place for 
instructions 66 

Package inserts — making it an ed- 
ucational medium 67 

Package inserts — reaching and 
winning dealers' clerks 72 



INTENSIVE SELLING 



143 



Package inserts — receipt books ef- 
fective for foodstuff advertising.. 66 

Package inserts — two objectives.... 56 

Package inserts — used to influence 
dealers 71 

Package inserts — used to secure 
jobber co-operation 60 

Package inserts — use of return post- 
card 57 

Package inserts — using guarantee 
as talking point 69 

Package inserts — when enclosed 
in parcel post packages 71 

Pasters — advantageous in many 
ways — 29 

Physical forms of enclosures — wide 
latitude possible 117 

Pink slip follow-up that produced 
exceptional returns 27 

Plan for getting booklets read 27 

Plan for winning good will through 
package inserts used by United 
Cigar Company 69 

Plan of blotter advertising follow- 
ed by New York hotel 108 

Plan of telephone company for tak- 
ing advantage of monthly state- 
ment distribution 24 

Plans for writing copy : 122 

Postcard dimensions — war ruling....l24 

Postcards — printing — in sheets 1 25 

Postcards — used to bring back in- 
quiries and specific sales infor- 
mation 65 

Poster stamps as advertising medi- 
ums 36 

Poster stamps — as seals for pack- 
ages and envelopes 39 

Poster stamps — basis of dealer ad- 
vertising campaign 38 

Poster stamps — copy possibilities.. 37 

Poster stamps — how given distri- 
bution 37 

Poster stamps — starting "Collec- 
tion" fad among children 38 

Poster stamps — used on letter- 
heads 38 

Postofnce rulings on return post- 
cards and mailing cards 124 

Premium coupons as inducement 
to buy goods 63 

Premium coupons — how placed on 
goods 63 

Premiums offered for names of 
prospects 80 

Printing enclosures — how to reduce 
cost materially 19 

Prospects — reaching and influenc- 
ing them by mail 13 

Provisional order blank plan for 
securing sales leads 81 

Putting sales value in booklets 100 



R 

Receipt books — plan for distribu- 
tion that pays for advertising 67 

Reprinting enclosures from forms 
used in printing house organ.... ..128 

Retailers' enclosures — for bringing 
customers into the store 26 

Retailer orders by mail to keep 
stock up to date 13 

Return postcard — as back page of 
booklet cover : 93 

Return postcard — getting inquiries 
for more than one item 76 

Return postcard — how applied to 
house organs 74 

Return postcards — used as package 
insert 57, 64 

Return postcard — using in connec- 
tion with booklets 93 

Right way to place enclosures in 
envelopes 51 

s 

Salesmen — how to save salesmen's 
time through direct advertising.. 11 

Salesmen — securing their co-opera- 
tion in supplementary mail selling 
methods 12 

Samples — advantages of enclosing, 
when possible, in letters as sales 
aid 46 

Samples of other products enclosed 
as means of increasing demand.. 68 

Sample page of catalog as means 
of securing orders 31 

Saving correspondents' time by en- 
closing carbon of letter 29 

Saving expense by printing enclos- 
ures on waste stock 118 

Scheduling enclosure advertising — 
how one company plans * 25 

Securing names of dealer's jobbers 
through package inserts 60 

Securing new customers through 
use of blotters 112 

Securing market information and 
data on which to base selling 
plans 14 

Securing prospects through a 
"card of introduction" idea 130 

Securing prospects through satis- 
fied customers 70 

Securing reorders through package 
inserts 63 

Several smaller booklets more ef- 
fective than one large one for 
follow-up selling 98 

Special sales — advance notices to 
preferred lists 30 

Standards of Practice for Direct 
Advertising 7 



144 



INTENSIVE SELLING 



Statements — valuable distribution 
for enclosures 84 

Stickers as educational medium 
used by banker 30 

Stickers used to identify letters and 
secure surer delivery to right 
party 29 

Stimulating mail orders between 
calls of salesmen 13 

Stockholders — getting them to give 
publicity and win business for 
corporation 39 

Stock of raincoats sold through en- 
closures as supplement to other 
mailing 21 

Stock used tires moved through en- 
closure advertising 24 

Street car advertising — inducing 
dealers to take full advantage of 
such publicity 16 

Strong follow-up scheme for busy 
offices 33 

Suggesting replies through memo- 
randum sheets 83 

Supplementing salesmen through 
mail advertising 11 

Systematic advertisers plan enclos- 
ures in series 19 



Ten features of direct advertising.. 9 

Testimonials — how to get best val- 
ue from them . 130 

Testimonials — reproducing checks 
from customers with facsimile of 
testimonial letters 131 

Tests — importance of tests in pres- 
ent-day advertising and selling.. 49 



Tests that show how incoming mail 
is distributed 52 

Tests, value depends upon condi- 
tions and facts 49 

Tipping on enclosures — larger re- 
turns probable 53 

Total annual expenditures for ad- 
vertising in U. S 3 

Total annual expenditures for di- 
rect advertising in U. S 4 

Trade paper advertising — booklets 
used to determine value 88 

Trade paper advertising — making it 
more effective through direct ad- 
vertising "hook-up" 16 

Turning receipts for payment of 
goods into advertisements 69 

Two color printing often more ef- 
fective than one color 101 

u 

Using discrimination in choosing 
enclosures for lists 24 

Using dummy bill to increase pa- 
tronage 129 

Utilizing magazine ads in follow- 
up 33 

w 

Warding off complaints and con- 
serving correspondence 31 

Weekly calendar plan that wins 

attention 34 

Winning co-operation of jobbers 

through blotters 113 

Winning interest through conserv- 
atism suggestion in enclosing 129 



